Kat Von D Sold Her Makeup Brand
She Had To Prioritize
It's the end of an era for Katherine Von Drachenberg, a 37-year-old superstar tattoo artist turned entrepreneur. After 12 years of helming her best-selling vegan-friendly cosmetics company Kat Von D, Von D decided to call it quits and turned to other projects, namely, raising her child, developing her growing vegan-friendly shoe company, and even preparing the release of her upcoming album and supporting world tour.
Kendo Bought Her Brand
She had made a decision to sell her shares to long-time partner and cosmetics giant Kendo (which is, in turn, owned by French luxury goods company LVMH). Kendo, reportedly, plans to carry on in her footsteps.
In the official announcement, which came through her Instagram on January 16th, Von D expressed heartfelt thanks to her fans for their support over the years, and for understanding and respecting her decision to leave the company.
So Many Things To Do
Having realized that she can not devote maximum attention to all her pursuits simultaneously, Von D said she decided, with regret, to exit the cosmetics business, thankful for being given the opportunity to challenge contemporary standards of beauty.
She Always Felt Like An Outsider In The World of Beauty
Reflecting on her time with the company, she identified compassion and genuine artistry as her primary driving forces in running the Kat Von D brand. Having felt like an outsider to the world of beauty for most of her life, Von D said she sought to empower those who stood out by providing them with tools for their unique self-expression.
Re-Branded to "KVD Vegan Beauty"
Kendo has been partnered with Kat Von D since the latter's launch in 2008. While the new sole owner of the brand has made a pledge to remain committed to producing cruelty-free products, they've announced that the cosmetics line will be rebranded as KVD Vegan Beauty, effective immediately.
Yes, They Are Still Selling The Same Classic Products
Von D, who decided to make all of her products vegan-friendly in 2016, will cease to be involved with the line in any capacity. Kendo has revealed that their plans for KVD are to continue producing the beloved original formulas, as well as work on introducing future innovations. Currently, the entire line consists of over 250 products, sold primarily in Sephora, which is also owned by Kendo.
Reality TV Tattoo Artist
Von D, known for her pale complexion and coal-black hair, initially rose to fame in 2007 as a reality television star. Miami Ink, and later, LA Ink chronicled her life as a tattoo artist for several seasons. During the show's run, she broke the Guinness World Record for most tattoos given by a single artist in the space of a day.
Many Boycotted Her Products Until The End
Before starting her cosmetics business, she published two books: one compilation album of her tattoos and artworks, and one illustrated diary of a year in her life. Rumors of her personal beliefs have attracted much controversy in recent years, making her association with the Kat Von D brand somewhat contentious. Publicly denying accusations of anti-Semitism and affiliation with the anti-vaxxer movement in a YouTube video did little to temper mass boycotts of her products.
Boycott Is Over
Now that she is no longer associated with the brand, many of her detractors have taken to Twitter, saying they will once again start purchasing her cosmetics.
Her Products Have Always Been Amazing Quality
Not all of the reactions on social media were negative, however. Von D's formulas, known primarily for their quality and durability, have raked in thousands upon thousands of stellar reviews. attracted legions of fans, and have been known to sell out in a matter of weeks. Products with a cult following, such as her Tattoo Liner and Lock-It Foundation regularly top charts in the beauty blogosphere. She has also found a following in the vegan community, owing to her strong commitment to producing cruelty-free cosmetics.
New Exiting Things Coming Up
By all accounts, the founder and the company parted ways on amicable terms. In her Instagram announcement, Von D expressed trust in Kendo's vision for the brand, saying that the decision to leave her cherished cosmetics line in their hands had not been made lightly. She also stated that she hopes the rebranded line will continue to grow and thrive under new management and promised her followers that the transition will be seamless.
Available in Sephora and Debenhams
The brand's Instagram account shortly responded, officially announcing the rebranding and wishing Von D luck in her future projects. The rebranded products have yet to appear on Sephora and Debenhams shelves.