Kat Von D Beauty, as you know it, is changing, folks. The brand announced in a press release on January 16 that founder and owner Kat Von D is stepping away, effective immediately, and will no longer be involved in any capacity. Also effective immediately, the brand is changing its name to KVD Vegan Beauty.
The reason for Von D's departure, according to the release, is that she's devoting more time to other creative endeavors such as her music and recently minted vegan shoe brand, Von D Shoes. "This past year has been one of great change for me," Von D said in a statement. "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."
Kendo, the beauty incubator responsible for Marc Jacobs Beauty, Bite Beauty, Ole Henriksen, and more, is now the brand's sole owner. The former Kat Von D Beauty product lineup will remain entirely the same, the brand states, and will continue to develop new vegan and cruelty-free products under the new ownership.
Von D states that though departing the brand was a hard choice, she's confident in Kendo's ability to run it, as it has been partnered with the brand since it launched 12 years ago. According to a press representative for the brand, Von D's departure won't have much effect on the rest of the brand's current staff or its creative processes. "KVD Vegan Beauty is being led by the same people that built the global empire with Kat and helped create the products, programs, and events that you know and love."
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