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Kat Von D, the founder of Kat Von D Beauty announced today that she’s leaving her beauty brand. The 37-year-old former reality tv show star and beauty entrepreneur will make a full departure from the brand in order to focus on other pursuits including a vegan shoe line and album.

Effective immediately, the brand will now be called KVD Vegan Beauty and in a statement, owner KENDO confirmed their commitment to creating innovative high-performance, vegan, and cruelty-free makeup for consumers all over the world. 

Kat Von D shared her thoughts on the change with fans. “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. With that said, I’ve decided to step down as founder (and from all other capacities) of Kat Von D Beauty, and sell my shares of the brand, turning it all over to KENDO, my partners for the past 12 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 KENDO is primed to do just that.”