In a first of its kind move, Kendo-owned KVD Vegan Beauty has announced a retail partnership with Ulta Beauty.
This is the first time any Kendo-incubated brand, which includes Fenty Beauty and Marc Jacobs Beauty, has moved away from its sole US retail partner, Sephora, all of which are owned by LVMH into a rival retailer.
The announcement also marks the brand’s biggest move since its founder Kat Von D formally stepped away from the business in January and it was rebranded.
“[KVD Vegan Beauty] really resonates with our millennial and Gen-Z customers because of KVD’s approach to cruelty-free and vegan beauty,” said Monica Arnaudo, Ulta’s Chief Merchandising Officer in a report by Glossy.
According to reports, as part of the brand’s launch at Ulta, the retailer will feature branded designs in its store window and will sell an exclusive best-seller kit.
Formerly Kat Von D Beauty, the beauty brand’s product portfolio is expected to hit shelves and be available via ulta.com from 23 August.
Distancing from Kat Von D
After selling the shares of her namesake beauty brand in January this year, Kendo took noticeable steps to distance Kat Von D Beauty from the celebrity make-up artist and entrepreneur.
As well as removing branded YouTube content and imagery of Von D from its website, the brand also said that the brand’s name no longer stands for her initials.
“The KVD in our new name KVD Vegan Beauty stands for our ethos and new manifesto,” said the brand via it’s Instagram channel.
“It does NOT stand for a person’s initials. We believe in Kindness, Vegan Beauty + Discover (and Doing Good).”
In March 2019, Von D was embroiled in accusations of anti-semitism and being anti-vaccination.
But in a video released on her YouTube channel the former tattoo artist insisted she was not anti-semetic or an anti-vaxxer.