Kat Von D Exits, Sells Shares in Kat Von D Beauty
Kat Von D has left her namesake beauty brand.
Katherine von Drachenberg — the tattoo shop owner turned reality star turned beauty founder, also known as Kat Von D — is selling her ownership shares in the makeup line she started in order to focus on her vegan shoe line and upcoming album.
Von Drachenberg will no longer be involved with the brand, which has been renamed KVD Vegan Beauty, in any capacity. It is now solely owned by Kendo, the Louis Vuitton Moët Hennessy-owned beauty incubator. KVD Vegan Beauty will continue to offer its existing product lineup as well as release new products, according to a press release.
“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," von Drachenberg said. "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."
Kat Von D Beauty launched in 2008 at Sephora with four red lipsticks. Its 250 products are now sold globally in 36 countries, primarily through Sephora. It is best known for products such as the Tattoo Liner and Everlasting Liquid Lipsticks, which helped spark the liquid lipstick trend.
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