Kat Von D Has Sold Her Makeup Brand, Here's What That Means For The Cult-Favourite Eyeliner

First of all, it's no longer called Kat Von D Beauty.

Kat Von D Beauty as you know it is changing.

After 12 years, Kat Von D just announced she's parting ways with her eponymous beauty brand, and has sold her shares to its parent company Kendo. 

The tattoo artist shared the news on Instagram, revealing that it wasn't an easy decision, but on top of being a new mom, launching a vegan shoe line, and preparing to release an album and tour in the spring, she is no longer able to dedicate enough attention to her cosmetics brand. 

"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!," she wrote in the post's caption. "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."

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She continued: "...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."

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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 퐊퐀퐓 퐕퐎퐍 퐃 (@thekatvond) on

But what does this mean for our beloved Tattoo Liner? Thankfully, it's not going anywhere but there will be some changes. As a result of selling all of her remaining shares to Kendo (the brand's existing parent company), Kat Von D will no longer be involved with the brand "in any capacity" effective immediately. Also effective immediately, the brand is changing its name to KVD Vegan Beauty. 

However, under Kendo's complete ownership, the brand's current product lineup will still be available, and there will be future launches.  All products will still be 100% per cent vegan and cruelty-free. 

Tattoo Liner, €21, Kat Von D

Despite a successful run with products sold across 36 countries, Von D's brand faced a lot of criticism for the makeup artist's widely public beef with Jeffree Star, her controversial stance on vaccines, and accusations of antisemitism by another tattoo artist during her short reality TV stint on Miami Ink.

Despite clarifying her position on almost all of the above in a lengthy YouTube video, many fans weren't convinced and continued to boycott the brand as a result. 

Fans have already since took to Twitter to say they are looking forward to purchasing products "guilt-free" after her departure.

Main image by @katvond on Instagram

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