She's no longer involved with her eponymous brand.

By Erin Lukas
Jan 16, 2020 @ 2:00 pm
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After 12 years, Kat Von D just announced she's parting ways with her eponymous beauty brand, and has sold her shares to its parent company Kendo. 

The tattoo artist shared the news on Instagram, revealing that it wasn't an easy decision, but on top of being a new mom, launching a vegan shoe line, and preparing to release an album and tour in the spring, she is no longer able to dedicate enough attention to her cosmetics brand. 

"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!," she wrote in the post's caption. "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."

RELATED: Kat Von D Is Launching a Vegan Footwear Line — and Some of The Shoes Are Made from Apples 

She continued: "...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 silver lining for fans of Kat Von D's cult-favorite Ink Liner and Lock-It Foundation is that your favorite products aren't going anywhere. Under Kendo's complete ownership, the brand's current product lineup will still be available, and there will be future launches.  All products will still be 100% percent vegan and cruelty-free. 

As of Jan 16. Kat Von D Beauty is now KVD Beauty. The announcement of the new name was made on the brand's Instagram

"Today, our founder Kat Von D has parted ways with us, as she leaves to pursue other artistic endeavors (vegan shoe line and music). We wish her the best of luck and thank her for 12 years of partnership!," reads the post's caption. "We are NOW renamed and re-branded KVD Vegan Beauty – and fully owned and operated by Kendo. The same team that created our iconic and beloved products for the past 12 years (and built the empire with Kat) is ready to make history again. We still value self-expression, compassion and empowerment." 

VIDEO: Double Cleansing Is the Foolproof Way to Really Get All of Your Makeup Off

Kat Von D launched her brand in 2008 with just four red lipsticks. Now, there's over 250 products in the collection, which are sold globally in 36 countries at Katvondbeauty.com, Sephora.com, and Sephora stores. Products like the Ink Liner and Everlasting Liquid Lipstick are fan and industry favorites. 

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