Kat Von D departing namesake beauty brand

Kat Von D

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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