Makeup Mogul, Kat Von D Says Goodbye To Her Beauty Brand

After 12 long years of business, Kat Von D, 37, has sold her stake in the exceptionally popular, everlasting, vegan, cruelty free cosmetic line, Kat Von D Beauty.  

The legendary makeup line will now be rebranded and renamed KVD Vegan Beauty, effective immediately after the company reported her retirement Thursday. In her recent Instagram statement, she said the reason behind her unexpected departure is so she can concentrate on mothering her 1-year-old son, Leafar Von Drachenberg Reyes, as well as other creative pursuits such as her music career and newly launched vegan shoe brand, Von D Shoes.

This past year has been one of the 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 preparing to release my long awaited album in the Spring.

“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,” said the tattoo artist. “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.” 

Von D or her real name, Katherine Von Drachenberg also wants her ‘’dearest fans’’ to know that the product lineup—which currently has over 250 products and sold over 36 countries—will continue to meet the same qualities and standards.

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

On the other hand, Kendo Holdings, the beauty incubator also responsible for Marc Jacobs Beauty, Fenty Beauty and more, is now the brand’s sole owner and will have complete control of all operations. Von D states that though departing the brand was a hard choice, she’s confident in Kendo’s ability to fully run it, as it has been partnered with the brand since it debuted in 2008. We wish her good luck on her future endeavors. Thanks for the remarkable liquid liner, though.

Read her full announcement here: 

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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!

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