Kat Von D, tattoo artist turned businesswoman, announced today she will be stepping down from her makeup company, Kat Von D Beauty, effective immediately.

Her partner since the inception of the brand, Kendo, will take full control of the brand, which is now called KvD Vegan Beauty.

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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 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. 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 transition for you, my loyal customers, will be seamless. In order to avoid any confusion with such a big change, Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty. I'd like to thank my beloved fans+followers who supported my vision to create a brand that stood for compassion, true artistry, and challenged modern ideals of beauty — most of which I never could relate to. I was able to create a makeup line that made outsiders like me feel like we have a place in this “beauty” world, and gave myself and others the tools to express ourselves in our own unique way, whether it was embraced by the majority or not. And I just couldn’t have done any of this without you! Lastly, thank you for understanding+respecting my choice, as it was a difficult one to make, but one I am proud of regardless, and am confident that the team will continue the KvD legacy! Here’s to many, many more years of KvD Vegan Beauty!

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Von D says she will be stepping down due to the pressures of raising a son, releasing an album, and creating a vegan shoe line. Some, however, speculated that Von D’s sale of her shares in the company had more to do with declining sales.

Kat Von D’s Checkered Past

Many customers boycotted Von D’s makeup line after a series of controversies. The controversies surrounding her decision not to vaccinate her son and a potential history with antisemitism.

Von D hit back at her critics with this video posted to her YouTube channel in March 2019. The video itself then received considerable backlash. Many suspected it was just a way to prevent further boycotts of her products.

Von D also did not address her ex-boyfriend’s anti-Semitic past or her husband’s swastika tattoo. She tried to invoke her Latina heritage as a reason she isn’t anti-Semitic, which pretty much no one bought either. Von D also chose not to specify whether she decided to vaccinate her child.

The boycotts continued, despite the previous popularity of Von D’s products. The brand used to be a staple on beauty influencer’s videos due to the product’s high quality and long-lasting power. Now the brand’s mentions are nearly nonexistent. All of Von D’s products are vegan and cruelty-free, which is a considerable selling point for animal-loving makeup buyers.

The beauty community is questioning whether those who stopped using Von D’s products would now consider shopping from the brand again.

Given the damage the brand’s reputation has taken, it’s unclear that Von D’s removal will be enough to rescue the makeup line.