Kat Von D launched her makeup line in 2009 at Sephora and it was a massive success. I remember it like it was yesterday! The endless press, the hype, it was really a big deal at the time. Fast forward over a decade lately and cancel culture caught up with Kat Von D. In January, she posted on Instagram that she was selling the shares of her brand to Kendo and would have nothing more to do with the brand. In most interviews done sine that post she has blamed motherhood as one of the main reasons she left the brand but there have been plenty of times she has mentioned cancel culture and the woe of being cancelled.
The brand has changed a good deal over the years. When it first launched Kat was heavily involved in the creation process and that came through on the incredible packaging and attention to detail. As years past, it seemed like she was less and less in the process as the releases weren’t as creative, the packaging not as gorgeous, and the formula seemed to be iffy as well.
In my opinion, Kat is partially responsible for makeup lovers losing interest in her brand. Her controversies caused people to step back and away from the brand. It’s a weird thing with Kat as she’s guilty of some crummy stuff but I’ve seen others in the same position who have done far worst yet are still quite popular and have managed to shove off their controversies and come out on top. But that’s cancel culture for you…! You never know how people will turn on a dime against you when you have a large following of people that expect good things from you!
Kat Von D Makeup is now known as KVD Vegan Beauty and it is now sold at Ulta.
I actually always thought that Kat’s makeup collection was part of Sephora’s house brand as in they manufactured her line. I think I assumed this because her contract with Sephora lasted far longer than any other brand I have ever see entering the doors of Sephora. Lots of brands have come and gone from Sephora some of which have literally crumbled after leaving Sephora like OCC Cosmetics.
But in fact Kendo is responsible for Kat’s Makeup Collection along with other brands like Marc Jacobs Beauty, Elizaeth and James, Bite Beauty, and others.
I find it interesting Kendo put effort into bringing KVD to Ulta. Why? Because I think they have other brands under their belt that are far better in formula that deserve more attention. Case in point, Bite Beauty which currently feels like it is going down the drain. I mean, they have virtually discontinued their entire range of incredible lipsticks. I was convinced they’d come back with something new and exciting for Spring 2020 but maybe COVID caused delays and that is still coming? But right now, it feels like the brand is doing rather poorly.
Moral of the story? Kendo must feel like KVD still has some value to become involved with Ulta. This must mean the brand is still selling well or they are taking a chance in the hopes that it will regain lost followers or even new ones.
Are you done with KVD?
Do you like the re-branding?