Kat Von D departing namesake beauty brand

Kat Von D is stepping away from her namesake beauty brand.The tattoo artist and reality TV star launched Kat Von D Beauty in partnership with cosmetics giant Kendo Brands back in 2008, with the company soon becoming known for its popular Tattoo Liner a…

Kat Von D is stepping away from her namesake beauty brand.

The tattoo artist and reality TV star launched Kat Von D Beauty in partnership with cosmetics giant Kendo Brands back in 2008, with the company soon becoming known for its popular Tattoo Liner and Everlasting Liquid Lipsticks.

However, Kat has now announced that she will be making a full departure from the firm so she can focus on her various other endeavours.

“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 make-up line, it has become clear to me that I just can’t do everything at the maximum capacity,” she said.

Kat, who welcomed son Leafar with husband Rafael Reyes in November 2018, went on to explain that she has sold all of her shares in the firm to Kendo bosses.

“This was not an easy decision, but after careful consideration, I decided I wanted the make-up line to continue to thrive and grow, and Kendo is primed to do just that,” the 37-year-old commented.

Going forward, the company will be called KVD Vegan Beauty.

And David Suliteanu, chief executive officer of Kendo, is determined to continue offering the current product line, as well as new formulas, all of which will be vegan and cruelty-free.

“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,” he shared.

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Jhene Aiko fronting campaign for new Kat Von D Beauty foundation

Jhene Aiko is starring in the campaign for Kat Von D Beauty’s new foundation.The singer-songwriter has been tapped by tattoo artist and cosmetics entrepreneur Kat Von D, who launched her brand in 2008, to be the global face of True Portrait Foundation….

Jhene Aiko is starring in the campaign for Kat Von D Beauty’s new foundation.

The singer-songwriter has been tapped by tattoo artist and cosmetics entrepreneur Kat Von D, who launched her brand in 2008, to be the global face of True Portrait Foundation.

Regarding the collaboration, Jhene explained that it was a natural fit, considering she has been a longtime fan of Kat’s vegan-friendly formulas.

“I am so excited to be partnering with Kat Von D Beauty for this launch and to be working with a brand that shares so many of my same passions,” the 31-year-old stated. “I love this foundation because it feels like I have nothing on – it’s like vegan silk! It’s the perfect all-day coverage with an airy lightweight finish whether I’m on stage or at home.”

The True Portrait Foundation features a medium coverage liquid-to-powder formula. It is housed in a sleek matte white bottle uniquely engineered for maximum usage and is available in 40 different shades.

And Kelly Coller, Kat Von D Beauty global vice president of marketing and PR, added that she was thrilled to be working with Jhene.

“Jhene first caught our eye years ago when she showcased our Shade & Light Contour Palette in a Vogue video and then we saw her again in a PETA campaign. Jhene seamlessly aligns with our beauty brand ethos being an avid animal lover, vegan advocate, and an existing Kat Von D Beauty user,” she praised. “Plus, Jhene has the sweetest soul, stunning skin, and our entire team has been obsessed with her music and tattoos.”

The Kat Von D Beauty True Portrait Foundation is priced at $36 (£30).

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