KVD Beauty announces second rebrand and a new meaning for the initials ‘KVD’

By Julia Wray | Published: 8-Mar-2021

The Kendo-owned label has also unveiled a new look and named its first tattoo artistry director

KVD Vegan Beauty has undergone its second rebrand in recent months and is dropping the ‘Vegan’ in its title, although not in its formulas, to become KVD Beauty.

The name KVD Beauty keeps the brand’s legacy initials, which it says now stand for ‘Kara, Veritas, Decora’, Latin for ‘Value, Truth, Beauty’.

The 100% vegan and cruelty-free formulas will remain the same but will now come in new-look packaging which is, where possible, fully recyclable and made from post-consumer recycled materials. KVD Beauty is also embracing more refillable packaging solutions.

The label was founded by celebrity tattoo artist Kat Von D in partnership with LVMH’s brand incubator Kendo in 2008.

However, Kendo has taken steps to distance the brand from Von D since the TV personality sold the business her shares in January 2020. This included renaming the make-up label KVD Vegan Beauty, a move announced later that month.

At the time, Kendo revealed that the ‘KVD’ initials no longer stood for Von D’s name, but rather for ‘Kindness, Vegan Beauty and Discovering’.

To mark its new ‘Value, Truth, Beauty’ brand positioning, KVD Beauty has also announced its first Global Director of Tattoo Artistry, Miryam Lumpini.

Lumpini, who has inked high-profile celebrities including Jhené Aiko, Keke Palmer and Kehlani, will serve as the brand’s in-house tattoo artistry expert, supporting creative initiatives by developing tattoo-inspired designs for marketing and product, and creating make-up artistry content.

Additionally, the brand is also boosting its international teams by employing a “world-class roster of global make-up artists”, including Germany-based Christian Schild, Fanny Maurer in France, and Sandra Saenz and Anthony Nguyen in the US.

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