Via an Instagram post on 16thJanuary 2020, Kat Von D, tattoo artist and cosmetics entrepreneur, confirmed that she has sold her makeup line to Kendo, a company whom she has partnered with since the inception of her namesake cosmetic brand 11 years ago. Going forward, presumably in a move to disassociate from its previous identity, the brand will now be called KvD Vegan Beauty (Kindness, Vegan Beauty and Discovery).

According to the statement, she has made the decision following what she describes as a “life-changing year” in which she became a first-time mother and sought to move into other directions by creating new brands, such as a vegan shoe line. 

Despite a detailed explanation for her departure, and assuring fans that the brand will still produce products with her ethos in mind, Von D has been at the centre of much controversy over the past few years which has led to many questioning whether at heart of this decision, this comes from Kendo itself no longer wishing to be associated with such a controversial figure.

From her falling out with fellow influencer, Jeffree Star, to her comments regarding vaccinations during her pregnancy, a lot of consumers have considered the moral aspects of continuing to support a brand with such a divisive figure head.

Already a presence in pop culture during the mid 200os, off the back of this success, Von D launched her brand featuring cruelty free products featuring designs drawn by herself, all of which attracted a fan base and positive reception on launch.

However, despite this explanation from Von D, that she was stepping away to concentrate on motherhood and different project, in an interview on the Second Life podcast she delved further into the evolution of Kat Von D Beauty and her reasons for leaving, citing that while “for a moment there, I felt like I did find my place in the industry... the older I get, I realise that I don’t know if I fit into it anymore.It’s a culture thing now, we have influencers that are just continuously telling you that you have to buy, and if you don’t, you’re not cool or, ‘hey, this is what ‘beauty’ looks like!’ you know... It kind of throws me back to how I felt when I was a kid. So, I feel like I stepped away from it a lot, partially on purpose.”

Von D ends saying that she achieved her goal of giving a voice to the outsiders and challenging beauty ideals and that now it is time to move on.

From this interview, one can conclude that Von D is blaming the evolution of influencer culture for her decision to move away from cosmetics and she is right that this area has evolved significantly due to the advent of social media. However, she further states that it is due to the lack of influencer attention which has led to her brand being overshadowed by its competitors.

Whether this is a fair assessment remains to be seen. Due to the previous positive reception to her products and with no issues regarding quality, any decrease in popularity could be because of her controversial and outspoken nature. Consumers are more engaged with brands than ever and when the owner of that brand is known to the public, this will undoubtedly attract criticism when an owner is involved in rows about topics such as racism, anti-Semitism and vaccinations. However, with the decision to distance herself from the brand and with the opportunity Kendo now have to rebrand, it not only can be speculated that this was not Von D decision entirely, but whether the brand will be able to move away from the negative attention it has received over the past few years.

Krause, A., 2020. Kat Von D Says She's Lost Her Place In The Beauty Industry Thanks To Influencers. [online] Insider. Available at: <https://www.insider.com/kat-von-d-beauty-influencers-2020-1> [Accessed 31 January 2020].

Preston, S., 2020. The Real Reason Kat Von D Stepped Down From Her Eponymous Makeup Brand. [online] Showbiz Cheat Sheet. Available at: <https://www.cheatsheet.com/entertainment/the-real-reason-kat-von-d-stepped-down-from-her-eponymous-makeup-brand.html/> [Accessed 31 January 2020].