Kat Von D Exits Her Makeup Brand

Kat Von D has announced that she’s leaving her makeup brand after 12 years.

The tattoo artist, who had her start on TLC’s Miami Ink, said in a statement on her Instagram that after a busy year filled with change, she’s decided to sell her shares of Kat Von D Beauty to partners Kendo.

The beauty brand has suffered over the past couple of years after a laundry list of negative press surrounding Kat herself, including a feud with Jeffree Star and accusations that she’s anti-semitic. It all came to a head in 2018 when she said she would not be vaccinating her baby.

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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!

A post shared by 𝐊𝐀𝐓 𝐕𝐎𝐍 𝐃 (@thekatvond) on

Despite insisting that she is not anti-semitic or anti-vax in a statement on her YouTube channel, the damage was done. Many loyal customers chose to boycott Kat Von D Beauty and Kat was forced to take a step back from her brand.

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Though her time with Kat Von D Beauty is over, Kat says she will be rebranding 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,” she wrote. “Here’s to many, many more years of KvD Vegan Beauty!”

Shook.

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