Is KVD Vegan Beauty still Cruelty Free?
After 12 years of partnership, Kendo has become the sole driving force of Kat Von D’s vegan beauty brand. Kendo have assured fans of the brand that the ethics, style and products won’t be changing. But, like me, I’m sure you guys are most concerned about what this means for the cruelty-free status (and other ethics) of the makeup brand.
Why has Kat Von D sold her makeup brand?
Kat Von D took to Instagram to share the news with her followers. She’s decided to focus on her family, her new vegan shoe line and her music career.
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.
https://www.instagram.com/p/B7YyvmKlOSu/ @thekatvond
Though I wouldn’t be surprised if Kat Von D had received pressure from Kendo to sell her shares. Kat Von D was no stranger to controversies and many boycotted her make up brand in protest against the founder – whether that was her public anti-vaxx views or history of racism. It’s likely her departure from the brand will boost sales.
Is KVD Vegan Beauty still cruelty-free?
Kat Von D has sold her shares of the brand to Kendo, who have been partners of the brand for over ten years. David Suliteanu (Kendo CEO) has said, “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.”
But are Kendo cruelty-free? This one’s a bit of a grey-area. Kendo themselves do not test on animals or sell in China, but they both are and have a parent company. The own mostly cruelty-free brands and are owned by LVMH (who also own Sephora). For more information check out this Cruelty Free Kitty post.
I’m not rushing out to buy from KVD Vegan Beauty – Kendo don’t quite sit right with me. But just want to lay out all the facts so you guys can make a decision that’s right for you. You can find KVD Vegan Beauty in Debenhams.
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