Kat Von D has stepped down from her beauty brand, Kat Von D Beauty, to focus on her new vegan shoe line, music, all while being a new mother. She will no longer be involved with the brand in any capacity.
The company will now be fully owned and run by Kendo, which is owned by LVMH. They have rebranded from Kat Von D Beauty to KVD Vegan Beauty. This means that the new brand is still ultimately owned by a parent company that tests on animals (LVMH), although they remain cruelty-free as a brand and have even transitioned to 100% vegan products since 2016.
On Instagram, Kat Von D announced:
“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!”