Kat Von D Sells Ownership Shares Of Her Brand To Focus On Other Artistic Endeavors

Kat Von D Beauty announced that founder Kat Von D has made a full departure from the brand to focus on other artistic endeavors (namely, her vegan shoe line and upcoming album), thus making KENDO the sole owner and force behind the beauty line. Effective immediately, the brand will now be called KVD Vegan Beauty.

The company will continue offering its current product lineup, as well as creating new, innovative high-performance, vegan, and cruelty-free makeup for consumers all over the world. KVD Vegan Beauty continues to value self-expression and compassion and be an early adopter of buzz-worthy collaborations with entertainers, brands, arts organizations, and animal charities. The development of the KVD Vegan Beauty brand and its iconic products have been the result of a twelve-year partnership between Kat Von D and 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," said Von D. "With that said, I've decided to step down as founder (and from all other capacities) of Kat Von D Beauty, and sell my shares of the brand, turning it all over to KENDO, my partners for the past 12 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 KENDO is primed to do just that."

The brand launched in 2008 with four red lipsticks. Today, KVD Vegan Beauty has more than 250 innovative products in almost every beauty category. It is sold globally, in every major market, in 36 countries around the world, primarily at Sephora and kvdveganbeauty.com. Since its inception, KVD Vegan Beauty has won extensive awards, nationally and internationally, for innovative and best-in-class product formulas, packaging and marketing. Thus, resulting in a long list of time-tested, best-sellers, including but not limited to:

1. Tattoo Liner, a worldwide icon and our #1 product
2. Everlasting Liquid Lipsticks sparked the liquid lipstick revolution
3. Shade + Light Contour Palette led the contour craze
4. Go Big or Go Home Mascara, a volumizing vegan mascara powered by plant-based fats
5. True Portrait Foundation, a truly lightweight, liquid-to-powder, high-performance vegan foundation
6. Lolita, the universal, beloved, chestnut-rose shade sold in lipsticks, eye and lip liners, and eye- shadow palettes