Kat Von D Sold Her Brand Because She Didn’t Fit In With Influencers
Kat Von D made an appearance on Hilary Kerr’s Second Life podcast and hinted at the reason why she sold her brand to Kendo. Her cosmetics line was famous for its tattoo liner and cult-favourite lipstick called Lolita.
Kat Von D will be rebranded as “KVD Vegan Beauty,” which stands for Kindness + Vegan Beauty + Discovery, according to an Instagram post by the brand.
She mentioned that she’s been in the industry for 11 years, as Kat Von D cosmetics was founded in 2008. However, as she navigated through the changes in the beauty industry, the tattoo artist started to feel alienated by the beauty community.
“I think that the beauty industry is changing so much and for a moment there, I feel like I did find my place in the industry, and I think the older I get I realize that I don’t know if I fit into it anymore.”
Von D acknowledges that influencers have the potential to make others feel uncool.
View this post on Instagram
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!
“It’s a culture thing now, you know, where we have influencers that are just continuously telling you what you have to buy, and if you don’t, you’re not cool, or whatever it is. Or hey, this is what beauty looks like.”
The makeup mogul has feuded with beauty influencers before this, like her infamous fallout with fellow cosmetics entrepreneur, Jeffree Star.
She explained that she’s shifting her focus to work on other things, like her high-end vegan shoe line and the release of her new album.
It kind of throws me back to how I felt when I was a kid. I feel like I’ve stepped away from it a lot, partially on purpose and the other part of it is obviously, after having the baby … my kind of focus is just changing and simplifying a lot more.”