Earlier this year, the queen of vegan, no-budge, high-intensity makeup, Kat Von D, announced she would be leaving her eponymous makeup line to pursue other projects.
Since Von D sold her shares to KENDO in January, the coveted line has undergone a rebranding, the most notable change being a new name: KatVonD Beauty will now be known as KVD Vegan Beauty.
But there’s another update to the brand that makes shopping its pigmented SKUs even easier: It will now be sold in Ulta Beauty stores around the country and online.
After an almost seven-month wait, the refreshed makeup brand is officially ready to shop.
Monica Arnaudo, chief merchandising officer for Ulta Beauty, tells NewBeauty that this launch speaks to what matters most to many shoppers, especially those seeking 100-percent vegan, cruelty-free makeup options. “KVD Vegan Beauty is one of the first brands to prioritize this and will make an excellent partner as we continue to expand our Conscious Beauty offerings,” says Arnaudo.
“What really makes this launch special,” continues Arnaudo, “is that it’s the first time we’re able to offer a Kendo-owned brand at Ulta Beauty. We wanted to celebrate this unique partnership in a big way. Guests will see new campaign creative by Ana Strumpf, product exclusives and engaging social content as we welcome KVD Vegan Beauty to our assortment.”
As for what fans can expect of the newly relaunched brand, Arnaudo reassures us that the formulas haven’t changed. “Fans can expect the same high performance, 100-percent vegan, cruelty-free products they know and love—now, at a new home. Its award-winning formulations are the same, and guests can access the full KVD Vegan Beauty assortment and more,” she says.
To celebrate the launch, Ulta is offering two exclusive items beginning August 30: A Vegan Beauty Bestsellers Set ($35) with a full-size Tattoo Liner, Go Big or Go Home Mascara and Everlasting Liquid Lipstick, as well as a limited-edition fanny pack designed by beloved illustrator Ana Strumpf, free with a $50 brand purchase.
KVD Vegan Beauty is now shoppable both in-store at Ulta and online at Ulta.com.