No, Kat Von D Beauty does NOT test on animals. They've confirmed that their products are not tested on animals at any point during production, either by them or by a third party. In addition to this, the brand is not sold in mainland China. They're also on PETA's list of cruelty-free brands.
Kat Von D + Animal Rights
Kat Von D is well known for her support of veganism and love of animals. A vegan herself, she has brought attention to animal rights issues through her social media.
Here's what Kat Von D had to say about her brand via Twitter:
FAQ Statement
Unfortunately the statement regarding animal testing on the brand's official site isn't very thorough:
DOES KAT VON D BEAUTY TEST ON ANIMALS?
Absolutely not! Kat Von D Beauty has, (and always will be) 100% cruelty-free. And this is something Kat has always been extremely proud of!
Fortunately though, the brand went more in depth in my correspondence, and these statements were reinforced by PETA!
PETA Certification
Kat Von D Beauty is certified by PETA as being cruelty-free.
This means that the brand has pledged not to test their finished products and ingredients on animals. PETA also confirmed that Kat Von D Beauty is not sold in Mainland China, a country that mandates animal testing by law for foreign companies.
Statement From Correspondence
Here are the statements I received via e-mail.
The initital response:
Thank you so much for your inquiry. The Kat Von D Beauty line does NOT test on animals.
A bit more in-depth:
Our products are not tested on animals at any point in the process. By us or by third parties.
Is Kat Von D Beauty Vegan?
Kat Von D announced on social media that her entire brand is soon to be 100% vegan! They're not totally vegan right this very moment, but stay tuned! Scroll down for a list of products that are currently vegan.
Transcript: "Although my makeup line has NEVER tested on animals and never will, I am proud to say that I am currently in the process of reformulating a few of my products so that my entire line can be 100% Vegan."
List Of Vegan Products
Right now, the following products from her line are vegan:
- Everlasting Liquid Lipstick
- Tattoo Liner
- Lock-It Liquid Foundation
- Lock-It Concealer
- Studded Kiss Lipstick
- Lock-It Featherweight Primer
- Lock-It Powder Foundation
- Tattoo Brow
- Ink Liner
- Lock ‘N Load Setting Mist
- Unlock-It Makeup Remover Wipes
Some shades of the Lightning Liner are vegan, namely:
- Amadeus
- Bach
- Fyfe
- Gould
- Hex
- Hyde
- Jett
- Juno
- Ludwig
Some shades of the Metal Crush Eyeshadows are vegan, namely:
- Doce
- Electric Warrior
- Paranoid
- Thrasher
- Thunderstruck
What About The Parent Company?
Kat Von D Beauty's parent company is Kendo -- which by the way is owned by LVMH (which also owns Sephora).
Kendo itself is listed as a cruelty-free company according to PETA. Kendo mostly owns cruelty-free companies such as Bite Beauty and Ole Henriksen. However, they own Marc Jacobs, and Marc Jacobs sells fragrance in mainland China. Because fragrance is subject to potential animal testing in China, this means that Marc Jacobs does test on animals where required by law and is not a cruelty-free company.
LVMH, who owns Sephora, is also not a cruelty-free company as they test on animals where required by law.
All this to say that Kat Von D beauty is owned by a cruelty-free company, but Kendo does own a brand that tests on animals where required by law.
Bottom Line
After researching all this info, I'm excited to say that I'm going to be supporting Kat Von D Beauty from now on. I personally love what she's doing to raise awareness on social media, and it's amazing that her brand will soon be 100% vegan! That's real dedication.
How do you feel about Kat Von D Beauty?
Which Brands Are Cruelty-Free?
Download our list of 600+ verified cruelty-free brands straight to your device. Bring it with you everywhere you go, and never worry about supporting animal testing again. Click here to download
Thanks for the clarification! I am quite disappointed in the fact that it now has a parent company that does animal testing. I won’t support this brand.
I have been literally hunting for 100% vegan makeup (if the whole brand is vegan it’s even better) and no option is good. Either its parent company isn’t cruelty free (LVMH here) or it’s from the UK so I gottapay 40$ shipping. I just want some ethical lipstick! Can’t find any.
Love your blog
Théo
I love your website! It has been a huge help so far in my mission to switch to cruelty free products. Thank you for all the hard work you’ve put into this!
I would also like to know if KVD fragrances are cruelty free? I assumed they were but thought I should check!
Is there lists that list only cruelty free makeup brands that do not have parent company or affiliated in any way with a company that does animal test?
LVMH WILL NEVER BE CRUELTY FREE.Apart from owning several brands that do test on animals..They fund massive fur farms in France where thousands upon thousands of animals die in the heartless fur trade. I for one will never support anything that LVMH has anything to do with. Heartless multinational of death.
Interesting bit of reading: Kendo joined ranks with LVHN. “it became independent of Sephora and joined LVMH. (technically, this parent company falls under another parent company.) See LVMH- factory farming and the fur industry. PETA is a share holder in LVMH. They stated it was with respect to crocodile skins. PETA also per one report is or was a share holder in Prada but Prada wouldn’t disclose shareholder details per the report.
Company Overview of Kendo Holdings, Inc.
“Kendo was started by David Suliteanu in 2010 while he was the CEO of Sephora Americas. In 2014 David joined Kendo to work fulltime as its CEO and the company became independent of Sephora, and joined the Perfumes and Cosmetics group of LVMH (Louis Vuitton Moet Hennessy, the world’s largest luxury brand group).”
“Kendo Holdings, Inc. operates as a subsidiary of LVMH Moët Hennessy Louis Vuitton S.E.”
“Moet Hennessy Louis Vuitton (LVMH) is a public company headquartered in Paris, France (MC:PAR) and rounds out the global makeup behemoth category ranked 11th globally by revenue in 2014. A few interesting items of note with LVMH – first, Christian Dior chairman Bernard Arnault is the CEO of LVMH and Christian Dior owns substantive shares in LVMH. Second, Sephora brand collaborations have been spun off from Sephora as Kendo Beauty Group but remain in the LVMH portfolio.
LVMH owned makeup brands include: Sephora, Benefit, Givenchy, Guerlain, Fresh, Makeup Forever, Dior, Marc Jacobs beauty, Bite Beatuy, and Kat Von D. Other brands held in their portfolio include: Elizabeth and James fragrance, Ole Henriksen, Formula X, Sephora collaborations with Disney and Hello Kitty, and Kenzo fragrance.”
Source: http://averymaebeauty.blogspot.com/2015/08/who-owns-who-corporate-ownership-of.html#.Wj6by3pOlDt
“In October 2017 Ethical Consumer viewed the LVMH website, and found that it sold products made from leather and silk and fur.
Fur: It was clear from the LVMH website that fur was a significant part of the company’s business – for example its brand Fendi had ‘Fur Atelier’ in Rome. Animals were often subjected to inhumane conditions and severe maltreatment on fur farms ”
Source: http://www.ethicalconsumer.org/companystories.aspx?CompanyId=18420&CategoryId=279
“The devil is in the details.”
Okay, I won’t be buying as the parent company isn’t cruelty free.
Is her perfume saint and sinner cruelty free?
are Kat Von D perfumes cruelty free?
Hi. I would love to buy an AMAZING foundation (heavy coverage) that isn’t owned by a parent company that either sells in China or other companies it owns tests on animals etc. Is this EVER going to be possible??? All recommendations welcome (and need to available in the UK). Thank you!!!!
Marc Beauty is a separate company to Marc Jacobs frangrance. Kendo is is cruelty free parent company!
Shareholders are the owners of a corporation.
“Profit Objectives
Companies with shareholders have historically had a single primary objective of maximizing profit. While many companies try to balance shareholder interests with those of other stakeholders, profit objectives are typically still in focus with shareholders. A sole proprietor or partners in a business firm often have greater flexibility in setting goals aside from earning profit. Profitability also is important in attracting and retaining stockholders and having a solid stock value.”
http://smallbusiness.chron.com/shareholders-affect-business-65880.html
“Moet Hennessy Louis Vuitton (LVMH) is a public company headquartered in Paris, France (MC:PAR) and rounds out the global makeup behemoth category ranked 11th globally by revenue in 2014. A few interesting items of note with LVMH – first, Christian Dior chairman Bernard Arnault is the CEO of LVMH and Christian Dior owns substantive shares in LVMH. Second, Sephora brand collaborations have been spun off from Sephora as Kendo Beauty Group but remain in the LVMH portfolio.
Kendo Holdings, Inc. operates as a subsidiary of LVMH Moët Hennessy Louis Vuitton S.E.”
Private Equity Players
In this section, I have included investments and purchases of makeup brands by private equity firms and private investor groups. Some of the original owners of these brands retain a minority share of the company.
http://averymaebeauty.blogspot.com/2015/08/who-owns-who-corporate-ownership-of.html#.Wj6vq3pOlDv
Steiner Leisure Limited’s Shareholders Approve Acquisition by Catterton
Some of Catterton’s investments include: Cover FX
PETA is a LVMH shareholder.
This is who owns your beauty brands
http://www.refinery29.com/beauty-brands-ownership-guide
LVMH- NYSE
https://www.marketwatch.com/investing/stock/lvmuy
It is big business. Shareholders do not like to see a profit loss.
“The devil is in the details.”
I am also wondering/disappointed about the fact that Kat von D is owned by a company that has a product line which isn’t cruelty free! My daughter likes her assortment, because she has dark skin and its not easy to find products for dark skin. BTW it just started selling here in Denmark. I’d like to know why it isn’t Leaping Bunny certified? Thanks for a great list. 🙂
She hasn’t applied for it.
Marc Jacobs Beauty is actually cruelty free. Marc Jacobs Fragrance is not. Both are separate.
How much money goes to the parent company? How can she be considered truly cruelty free? Why not support a smaller company that stays true to its values?
Completely agree with you.I dont know how much but money can fund animal testing. Brands should not be cruelty free if there parent company isn’t and if they aren’t vegan or have a huge majority of vegan and switching over.
Thank you for the information. My question is: if I buy Kat Von D, then the money is really going to a parent company that DOES test on animals. Is that correct? This is upsetting because I don’t want any of my money going to a company that tests on animals.
Yes it can fund animal testing.
I’m looking into getting Kat Von D’s mascara. I’m looking to slowly switch my makeup to cruelty free brands.
It’s so hard to keep up with all the dos and don’ts! I usually don’t buy anything that has a link to animal testing, but saying that, it does seem like Kat Von De has tried to stay away from it (given all the grey area) I think because she is such a loud voice in the treatment of animals, that by backing her we’d be showing our support as well. The more companies see people rally around cruelty free companies the more likely they are to take notice.
I’m so glad you delved deeper into this brand though as she’s due to start selling here in the U.K. and I was going to give it a miss, as I wasn’t sure we’re it stood with parent/sister companies.
PETA is a terrible indicator of cruelty-free companies. Their standards are way too slack. If you want to find true cruelty-free brands, including parent companies that don’t test, look for the Leaping Bunny. http://www.leapingbunny.org Their standards are much, much stricter.
I just looked at this…a few major brands I know are not on this list, including KVD
You are right PETA, I would like to add that PETA is so contradictory. Save the animals! they say but then they rescue the animals and almost immediately kill them, and this is about potential pets, I can’t imagine how quickly they kill other animals right after they “rescue” them.
Thank you for doing such thorough research and analysis! I just learned that Smashbox is not cruelty free, which makes me sad, as I wanted to buy their Photo Matte Eyes Palette. I may just stick with KVD instead now that I know this. Saves me money anyway! 🙂
This brand is obligated to be cruelty-free. If it was not then Kat von D would be a hypocrite (she claims that she’s vegan)
Hi Suzi! Do you know if the Kat Von D face contouring brush is vegan? Last time I checked, the Sephora website didn’t say :/ and I’ve tried looking it up but I didn’t get a consistent answer! :c Love your blog btw <3
I just e-mailed them and asked. I’ll let you know! I’m crossing my fingers that they’re synthetic though!
Me too! Thanks for your help 🙂
This is such a well written post. Great attention to detail & very informative! That parent company thing bums me out but maybe in the future she won’t be owned by a parent company? I feel like she is doing her darndest to support animal rights.
Christina
http://www.cityloveee.com
Thanks so much, Christina!
I love their Tattoo liner!!