Kat Von D Beauty launches global campaign with Jhené Aiko for vegan product

Makeup brand Kat Von D Beauty has partnered singer and poet Jhené Aiko for its global "True Portrait" campaign, marking the launch of its new vegan foundation and packaging. According to a press release, Aiko aligns with its brand ethos as an avid animal lover, vegan advocate and an existing Kat Von D Beauty user.

Kelly Coller, Kat Von D Beauty global VP of marketing and PR said the campaign emphasises three "critical points of difference" for the foundation - it stays with you (vegan, long wear), it moves with you (Elastic Essence Technology) and it's true to you (lightweight, airy matte). The new product range aims to tailor to the skin tone of every individual with 40 shades, in four families of 10 - light, medium, tan and deep.

The brand launched a video on YouTube educating fans about the foundation and application tips. It has garnered over 13,600 views in two weeks.

"When casting all of the 40 shade-matched 'faces', we prioritised real people that could represent the many faces of Kat Von D Beauty. On set we shot everyone making faces to show movement; when you see laughing shots, they're authentic," said Coller. The video was captured by an all-female creative team, including Kat Von D Beauty's global creative director and photographer Danielle St. Laurent, she added.

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The True Portrait Foundation is also the first product to be housed in a new packaging. The bottle, which is "uniquely engineered for maximum usage and precision", is part of the brand's packaging innovation. It comes shaker beads, squeezable precision tip as well as intricate ornamentation details, added the press release. The product has been launched online at Katvondbeauty.com and Sephora.com, followed by Sephora stores throughout September.