Kat Von D Beauty
photo: Instagram/KatVonD

I can still remember the first Kat Von D Beauty product I ever tried. It was that infamous tattoo liner with its defined tip, blacker-than-black color payoff, and seamless glide. I'd never experienced an eyeliner so easy to apply. Suddenly, it became a staple of my everyday makeup routine. I'm pretty sure my experience is exactly what its founder Kat Von D imagined when she created the brand, and while her genius has been appreciated, it appears that that is coming to an end. 

Today, she announced that she will no longer be a part of Kat Von D Beauty, but lovers of the brand have no reason to fear. 

For almost 12 years, Kat Von D has been the proud founder and owner of Kat Von D Beauty.

The makeup brand, which is responsible for some of the best eyeliners, eyeshadows, and foundations we've ever tried in our lives, was born of the tattoo artist's love for makeup and art in 2008. Since its inception, the brand has created a safe space for makeup goth queens everywhere, packing out just about any beauty retailer you can think of.

However, after more than a decade, she's parting ways with her vegan brainchild. 

She announced this afternoon that she will be selling her rights to the brand. "I’ve decided to sell my shares of the brand, turning it over to Kendo, my partners for the past 11 years," she said. "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."

With the successful launch of Von D Shoes and a growing baby boy, she'll certainly still have her hands full. 

"This past year has been one of great change for me," she began. "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. It's hard to admit this, since I’ve always said 'You can do everything and anything.' But I don’t think admitting one's limits is a bad thing."

The brand, which is now named KVD Vegan Beauty, sent warm wishes to its founder.

"We wish her the best of luck and thank her for 12 years of partnership!" they posted to its Instagram. "We are NOW renamed and re-branded KVD Vegan Beauty. 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."

The cosmetics line has already fully leaned into its new branding. 

Its new logo appeared on Instagram. And as sad as many may be to see the founder go, it's surely refreshing to know that those amazing products aren't going anywhere!