Kat Von D has left her namesake beauty brand.
Katherine von Drachenberg — the tattoo shop owner turned reality star turned beauty founder, also known as Kat Von D — is selling her ownership shares in the makeup line she started in order to focus on her vegan shoe line and upcoming album.
Von Drachenberg will no longer be involved with the brand, which has been renamed KVD Vegan Beauty, in any capacity. It is now solely owned by Kendo, the Louis Vuitton Moët Hennessy-owned beauty incubator. KVD Vegan Beauty will continue to offer its existing product lineup as well as release new products, according to a press release.
“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,” von Drachenberg said. “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.”
Kat Von D Beauty launched in 2008 at Sephora, said to be a result of the retailer being inundated with requests for the makeup Von Drachenberg wore on reality show L.A. Ink, with four red lipsticks. Its 250 products are now sold globally in 36 countries, primarily through Sephora. It is best known for popular makeup items such as the Tattoo Liner and Everlasting Liquid Lipsticks, which helped spark the liquid lipstick trend.
As a beauty founder, von Drachenberg, an animal rights activist, is outspoken about her desire to differentiate in an increasingly crowded beauty space, and insisted on not following trends. She was very early to formulate products vegan and cruelty-free, before these issues became important to mainstream consumers.
However, Von Drachenberg has been a controversial figure. She has been accused of being anti-Semitic and criticized for a since-deleted 2018 Instagram post in which she pledged to raise a “vegan child without vaccinations.” In recent years, Internet cancel culture has not allowed her to forget perceived transgressions. A signed photo of Von Drachenberg that reads “Burn in Hell Jewbag. xoxo Kat Von D” alongside a burning Star of David and swastika, said to be given to her producer after leaving the reality show “Miami Ink,” as well as images of Kat Von D Beauty liquid lipstick initially called Selektion before it was renamed, a term used by Nazis in concentration camps, continue to circulate the Internet thanks to call-out accounts like Estee Laundry.
In March 2019, Von Drachenberg released a YouTube video in which she said that the signed photo of herself was forged. She also also refuted claims that she is anti-Semitic and an anti-vaxxer.