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Kat Von D walking away from KVD Beauty, sells shares to Kendo

Kat Von D
Kat Von D announces that she’s stepping back from the beauty biz. Pic credit: TheKatVonD/YouTube

Kat Von D is leaving her cosmetics company behind her as she gets ready to embark on another chapter in her life.

The controversial tattoo artist turned beauty powerhouse has a lot on her plate in recent years. From getting married to having a baby, it’s understandable that Kat Von D may not have the time or drive she previously had to get it all done.

In a new Instagram post, Kat comes clean about her recent busyness, admitting that the time has come to take stock in her life and to scale back all of the things that she’s trying to do.

And when it comes time to make cuts, it’s her beauty brand, Kat Von D Beauty, which has been rebranded as KVD Vegan Beauty, that she will walk away from after choosing to focus on her vegan shoe line and upcoming album instead.

She won’t be shutting the cosmetics company down, though. Instead, Kat told fans on Thursday that she is selling her shares in the company to her business partner Kendo, who has been a part of the KVD company for 11 years.

“With that said, I’ve decided to sell my shares of the brand, turning it over to Kendo, my partners for the past 11 years,” Kat wrote in a lengthy message. “This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is primed to do just that.”

View this post on Instagram

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. It's hard to admit this, since I’ve always said “You can do everything and anything.” But I don’t think admitting one's limits is a bad thing. With that said, I’ve decided to sell my shares of the brand, turning it over to Kendo, my partners for the past 11 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 I believe Kendo is primed to do just that. The transition for you, my loyal customers, will be seamless. In order to avoid any confusion with such a big change, Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty. I'd like to thank my beloved fans+followers who supported my vision to create a brand that stood for compassion, true artistry, and challenged modern ideals of beauty — most of which I never could relate to. I was able to create a makeup line that made outsiders like me feel like we have a place in this “beauty” world, and gave myself and others the tools to express ourselves in our own unique way, whether it was embraced by the majority or not. And I just couldn’t have done any of this without you! Lastly, thank you for understanding+respecting my choice, as it was a difficult one to make, but one I am proud of regardless, and am confident that the team will continue the KvD legacy! Here’s to many, many more years of KvD Vegan Beauty!

A post shared by 𝐊𝐀𝐓 𝐕𝐎𝐍 𝐃 (@thekatvond) on

It’s no secret that Kat Von D has been center stage in quite a bit of drama in recent years, from claims she is racist to an overwhelming response from her fans and critics after revealing she did not plan to vaccinate her (at that time, unborn) son.

There have been some significant happenings going on in the beauty world, including Jeffree Star’s split from longtime boyfriend Nathan Schwandt to Nikkie Tutorials coming out as transgender and Too Faced Cosmetics founder Jerrod Blandino firing his sister.

With that, Kat Von D is making her exit as she transforms herself again.

Shaunee Flowers is an editor and a writer for Monsters & Critics. She primarily writes about reality TV and has watched it since the very... read more

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