Kat Von D Is No Longer Associated With Kat Von D Beauty

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Kat Von D officially says goodbye to the beauty industry.

The celebrity tattoo artist-turned-entrepreneur took to Instagram on Thursday to announce her decision to sever ties with her eponymous makeup line, Kat Von D Beauty, to focus on other priorities — viz her upcoming album, tour, and vegan shoe line.

“As much as I wish I could balance all of this, on top of continuing my makeup line, I’ve realized that I just can’t do everything to my maximum capacity,” Von D said. “It wasn’t an easy decision , but after much deliberation, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is poised to do just that.”

Kendo, LVMH’s parent company behind brands like Fenty Beauty, Olehenriksen, Bite Beauty and Marc Jacobs Beauty, has worked with Von D since the brand’s launch in 2008. Kat Von D Beauty signals Von D’s departure from the brand and will henceforth be known as KVD Vegan Beauty.

Check out this post on Instagram

Today our founder Kat Von D has split from us as she is leaving us to pursue other artistic endeavors (vegan shoe line and music). We wish her good luck and thank her for 12 years of partnership! We are NOW rebranded and rebranded as KVD Vegan Beauty – and are wholly owned and operated by Kendo. The same team that has been developing our legendary and beloved products for the last 12 years (and built the empire with Kat) is ready to make history again. We still value self-expression, compassion and empowerment. To read the full press release, go to our link in bio. Thank you for your support.

A post by KVD Vegan Beauty (@kvdveganbeauty) on

Von D fans may be saddened by the news, but for many, the change in ownership reflects a new era for the brand. Following the history of controversial allegations against Von D, beauty enthusiasts took to Twitter to voice their support for the kendo adoption.

Fans of the makeup line can rest easy: the brand will continue to stock the entire line (including cult favorites Tattoo liner and the maroon-pink Lolita lip liner — another color name some found questionable) and has multiple launches in the works through 2020.

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