fbpx

Kat Von D Sold Her Makeup Line and This Is the First Thing Changing

By ·
Kat Von D Sold Her Makeup Line and This Is the First Thing Changing featured image
Photo Credits: Alberto E. Rodriguez / Stringer / Getty Images

Who knew in 2007 when watching a reality show about tattoo artists in Miami that one of the stars would go on to create one of the most widely recognizable beauty lines in the world? Once the world took notice of Kat Von D’s incredibly life-like portraiture tattoos, we knew this was someone we could trust with our eyeliners. But as they say, all good cat-eye’s must come to an end. Today, Kat Von D announced that she is parting ways with her eponymous brand to pursue her new vegan shoe line and her music career.

You May Also Like: This Stay-All-Day Eyeliner Is So Good That It Lasted Through One Woman’s Car Accident

View this post on Instagram

This past year has been one of great change for me. As many of you know, I gave birth to my beautiful baby boy, launched my vegan shoe line, and am now busy prepping to release my long awaited album in the Spring, followed by an international tour! As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity. It's hard to admit this, since I’ve always said “You can do everything and anything.” But I don’t think admitting one's limits is a bad thing. With that said, I’ve decided to sell my shares of the brand, turning it over to Kendo, my partners for the past 11 years. This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is primed to do just that. The transition for you, my loyal customers, will be seamless. In order to avoid any confusion with such a big change, Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty. I'd like to thank my beloved fans+followers who supported my vision to create a brand that stood for compassion, true artistry, and challenged modern ideals of beauty — most of which I never could relate to. I was able to create a makeup line that made outsiders like me feel like we have a place in this “beauty” world, and gave myself and others the tools to express ourselves in our own unique way, whether it was embraced by the majority or not. And I just couldn’t have done any of this without you! Lastly, thank you for understanding+respecting my choice, as it was a difficult one to make, but one I am proud of regardless, and am confident that the team will continue the KvD legacy! Here’s to many, many more years of KvD Vegan Beauty!

A post shared by 𝐊𝐀𝐓 𝐕𝐎𝐍 𝐃 (@thekatvond) on

In an Instagram post to her fans, the reality star and makeup maven shared that she is selling the brand to KENDO: “This past year has been one of great change for me. As many of you know, I gave birth to my beautiful baby boy, launched my vegan shoe line, and am now busy prepping to release my long-awaited album in the Spring, followed by an international tour! As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity.”

While the line will undergo a rebranding, the star swears nothing about that consumers love will change, except the name. “In order to avoid any confusion with such a big change, Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty.”

We are looking forward to seeing how the brand evolves without Von D at the helm and hoping they don’t change the formula on the beloved Tattoo Liner.

Find a Doctor

Find a NewBeauty "Top Beauty Doctor" Near you

Give the Gift of Luxury

NewBeauty uses cookies for various reasons, including to analyze and improve its content and advertising. Please review our Privacy Policy and Terms of Use for more about how we use this data. By continuing to use this site, you agree to these policies.