Beauty entrepreneur Kat Von D has taken the decision to step back from her eponymous beauty brand.
The TV personality established the brand in 2008, in partnership with LVMH’s brand incubator Kendo, on the back of her success as a tattoo artist in the hit US series Miami Ink.
The make-up brand was quickly hailed by customers for its high-pigmented products and vegan credentials.
The aspiring musician took to Instagram to share the news with her 7.3 million followers.
“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 by vegan shoe line and am now busy prepping to release my long awaited album in the spring, followed by an international tour!" Von D's post read.
“As much as I wish I could balance all of this, on top of continuing my make-up line, it has become clear to me that I just can’t do everything at the maximum capacity.
“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.”
In the post Von D, who described the decision was a “difficult” one, thanked her fans for “respecting” her choice and for their continued support.
Kendo takes control
Under Kendo’s sole ownership the brand has rebranded from Kat Von D Beauty to KvD Vegan Beauty, effectively immediately, while still offering the same product lines.
David Sulteanu, CEO of Kendo, added: “I want to thank Kat for helping to change the beauty industry with us.
“The products we created together have stood the test of time and become icons.
“Kendo, along with our global retail partner Sephora, look forward to the continued growth of KvD Vegan Beauty under Kendo’s leadership, ownership and direction.
“We have developed a very strong product pipeline for 2020 and beyond. The same Kendo team that made history with KvD Vegan Beauty is ready to do it again.”
Kendo is also the parent company of Fenty Beauty, Marc Jacobs, Lip Lab and Ole Henriksen.