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Why It’s a Good Thing That Kat Von D Sold Her Beauty Brand

  • Kat Von D offered her shares of her namesake magnificence model in 2020.
  • KVD Magnificence is now thriving, proving that Von D’s absence has enormously benefited the model.
  • Now the model can truly turn into inclusive, sustainable, and reliable for magnificence followers.
  • Visit Insider’s homepage for more stories.

There was a time when Kat Von D and her namesake magnificence model dominated the make-up world, from Sephora cabinets to YouTube movies.

Extra lately, nevertheless, the corporate and its tattoo-artist founder have primarily turn into taboo within the magnificence trade. Influencers stopped reviewing Kat Von D merchandise after a slew of scandals, and customers claimed to boycott the model in response to Von D’s feuds and controversies

The tattoo artist ended up selling her shares of her beauty brand to Kendo in January 2020. On the time, Von D mentioned she might not increase her little one and handle her a number of enterprise ventures “on the most capability” whereas nonetheless being part of the corporate. She clarified in her Instagram put up that the corporate would rebrand and name itself KVD Vegan Magnificence going ahead.

Multiple 12 months later — and regardless of its rocky previous — KVD Beauty appears to be making a comeback. And it is no coincidence that that is occurring now that Von D is out of the image.

Kat Von D’s controversial historical past negatively affected her firm

She first entered the wonder trade in 2008 as a part of a cope with Sephora. They initially agreed to collaborate on a limited-edition make-up assortment, however later launched a everlasting line that she led for 11 years. 

The company was initially successful, and was as soon as described by Kendo as one among its top-selling manufacturers.

kat von d

A Kat Von D show in a Sephora retailer.

Rob Kim/Stringer/Getty Photographs

However only some years after forming, the Kat Von D firm started to face backlash — most notably for giving lipsticks offensive and controversial names, like “Celebutard” in 2013 and “Underage Red” in 2015.

After Sephora pulled the primary shade, Von D reportedly responded to the backlash on Twitter, writing: “On the finish of the day, it is only a f—ing lipstick.” And in response to criticism surrounding the latter lipstick, Von D stood by its identify and mentioned she “refused” to apologize, change it, or “sacrifice” her “integrity and artistic freedom.”

kat von d lipstick

Kat Von D stands subsequent to an “Underage Crimson” show in London on October 5, 2016.

Jack Taylor/Stringer/Getty Photographs

Not lengthy after that, Von D’s private controversies started to intertwine together with her model.

First, she had a major falling-out with Jeffree Star in 2016, which led followers to take sides and assist just one make-up mogul or the opposite.

She then confronted one among her greatest controversies up to now in 2018 after saying she wouldn’t vaccinate her then-unborn child. Although Von D has since mentioned she’s “not an anti-vaxxer in any respect,” the vaccine backlash led to extra outrage, together with the recirculation of claims that Von D and her husband Leafar Seyer are anti-Semitic.

Some individuals argued on the time that criticism towards Von D’s stance on vaccinations was hypocritical when the same was not shared in response to past claims of her being anti-Semitic.

Such controversies led many customers to cease buying objects from the tattoo artist’s model. Some even changed their favourite Kat Von D merchandise with ones from different manufacturers.

Many magnificence followers additionally referred to as on influencers to do the identical.

When YouTubers and Instagram creators had been seen publicly utilizing Kat Von D merchandise, they had been usually shamed. Redditors even created a blacklist of influencers who seemingly supported the brand.

KVD Magnificence can now be the model that magnificence followers need it to be

In early March, KVD Beauty relaunched for a second time with an up to date model identify, glossy aesthetic, and a brand new product referred to as the Good Apple Skin-Perfecting Foundation Balm.

The muse captured the eye of the net magnificence neighborhood and shortly turned a fan favourite. TikTok users can’t get enough of it, and the inspiration is consistently offered out.

The response to the inspiration is arguably not like any the model has seen in years.

kvd foundation

Most shades of the Good Apple basis at Sephora are offered out on the time of writing.


The success of KVD Magnificence’s latest product is partially the results of viral movies concerning the basis — an element that seemingly would not have been potential whereas Von D was on the helm of the model.

Von D has been outspoken against influencers prior to now, even suggesting in 2020 that they had been one of many the reason why she left the wonder trade.

“I do not suppose half of these influencers are on-brand,” she told Racked in 2017. “We do not repost them. I do not actually relate to them. I would reasonably choose individuals with smaller follower counts that I truly admire and which might be cool and which might be totally different, you already know?”

Some influencers had been equally bothered by Von D. Lots of them phased her magnificence merchandise out of their social-media posts in previous years as her controversies piled up, with some making devoted movies to denouncing her model. 

Now, nevertheless, many influencers and wonder followers really feel comfy overtly supporting the model once more. Not solely is the model gaining tons of free press through its viral movies, however it’s returning that assist by reposting fan photographs and influencer movies on Instagram — one thing Von D mentioned she would not do.

Even Lil Nas X wore KVD Beauty merchandise in his current music video, which has been considered almost 95 million occasions on the time of writing.

A put up shared by KVD BEAUTY (@kvdbeauty)

The Good Apple basis can also be progressive. Earlier than leaving the model, Von D gave the impression to be shedding curiosity in make-up. Her firm continued to journey the success of its well-known eyeliner and contour palettes, whereas Von D seemingly prioritized her vegan shoe line and album recording

Now, nevertheless, evidently KVD Magnificence is able to transfer previous Von D’s decade-old merchandise and create extra distinctive objects.

That is to not point out that the inspiration is offered in all kinds of shades and packaged in totally recyclable materials — proving that the model critical about its promises to be sustainable and fight for equity and inclusivity.

Whereas Von D is credited with creating one of the first long-lasting matte lipsticks, her model adopted extra developments than created new ones in her last years with the corporate. And although she did launch expansive shade ranges for numerous merchandise, inclusivity was not a staple of the corporate. As an alternative, the model was truly criticized for sharing racist social-media posts in the past.

The tattoo artist was additionally focused on making her products entirely vegan in 2016 however waited until 2019 to launch sustainable packaging.

A put up shared by KVD BEAUTY (@kvdbeauty)

It needs to be famous that Von D did accomplish some nice issues whereas main the model. She usually made donations to various animal-rights organizations through makeup sales, and he or she’s been applauded for creating an area inside the magnificence neighborhood that caters to individuals with unconventional types.

Nonetheless, Von D’s philanthropic efforts had been, general, few and much between — and positively not sufficient to salvage her repute. And whereas her edgy eyeliners and atypical lipstick shades seemingly welcomed customers not noted by the remainder of the wonder world, those self same buyers had been usually those who had been hurt the most by her controversies and model scandals.

The distinction between KVD Magnificence at this time and in years previous is obvious. The model’s make-up can now converse for itself with no problematic founder overshadowing its accomplishments.

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