Kat Von D exits eponymous brand; sells to Kendo

Kat Von D exits eponymous brand; sells to Kendo

THE WHAT? Kat Von D has announced that she is to step down from her eponymous beauty brand, selling her remaining stake to partner Kendo.

THE DETAILS The LVMH-backed incubator will thus become sole owner of the vegan make-up line and it will be rebranded to reflect the change, with new name KVD Vegan Beauty.

“I want to thank Kat 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,” commented David Suliteanu, CEO, Kendo. “We are fully positioned to continue the brand’s growth and development in both product and marketing. We have developed a very strong product pipeline for 2020 and beyond. The same Kendo team that made history with KVD Vegan Beauty is ready to do it again.”

THE WHY? The tattoo artist-cum-model is quitting the beauty business in order to ‘focus on other artistic endeavours’ including her vegan shoe line and soon-to-be-released album.

“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 said in a statement. “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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