Kat Von D has announced that after 12 years she is quitting her makeup brand and has sold her remaining shares to parent company Kendo.
The tattooist took to Instagram to share the news admitting that it wasn't an "easy decision" but after "careful consideration" she believed it was the best course of action in order for the brand to "continue to thrive and grow".
Kat's announcement will come as a shock to fans due to her heavy involvement in everything from packaging design, to making the decision to turn her line vegan. However, she has been forced to take a step back from the brand she founded in recent years, after she made the controversial statement that she was not vaccinating her child in 2018.
Despite claiming she was not an 'anti-vaxxer', Kat's revelations caused an immediate backlash, with some customers continuing to boycott her products to this day. The controversial star has also been involved in public feuds with former friend Jeffree Star.
In her statement Kat did not address these issues, but instead explained that being a new mum, launching a vegan shoe line and recording a music album, meant she no longer had the time to dedicate to her brand.
Read her full statement below:
"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!"
We wish Kat all the best with her next ventures.
Follow Laura on Instagram.
You Might Also Like