Kat Von D Beauty's founder Kat Von D has made a full departure from the brand to focus on other endeavors, making KENDO the sole owner of the beauty line. This departure comes after a twelve-year partnership between Kat Von D and KENDO. The brand will now be called KVD Vegan Beauty.
The company will continue offering its current product lineup, as well as creating new vegan and cruelty-free makeup for consumers all over the world. According to a press release, KVD Vegan Beauty continues to value self-expression and compassion, and be an early adopter of buzz-worthy collaborations with entertainers, brands, arts organizations and animal charities.
KVD Vegan Beauty was launched in 2008 and has more than 250 products across beauty categories. It is sold globally in 36 countries around the world, primarily at Sephora retail outlets and its online store.
David Suliteanu, CEO of KENDO said it is "fully positioned" to continue the brand's growth and development in product and marketing, having developed a "very strong" product pipeline for 2020 and beyond.
"I want to thank Von D for helping to change the beauty industry with us. The products we created together have stood the test of time and become icons. KENDO, along with our global retail partner, Sephora, look forward to the continued growth of KVD Vegan Beauty under KENDO's leadership, ownership, and direction," he added.
Kat Von D, founder and artist, explained as much as she wants to balance growing Kat Von D Beauty with her other endeavors (her newly-launched vegan shoe line, releasing her album, and spending time with her baby son), it has become clear that she can not "do everything at the maximum capacity".
"I've decided to step down as founder (and from all other capacities) of Kat Von D Beauty, and sell my shares of the brand, turning it all over to KENDO, my partners for the past 12 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 KENDO is primed to do just that," she added.