Vegan makeup brand KVD Vegan Beauty recently debuted at all 1,264 locations of retail chain ULTA Beauty nationwide. In 2018, entrepreneur, artist, and vegan activist Kat Von D founded Kat Von D Beauty which was previously sold exclusively at Sephora stores. Von D stepped down from the brand in January 2020 to focus on other projects, handing it over to longtime partner KENDO which rebranded the company to KVD Vegan Beauty.
“We are excited to continue the very strong momentum of KVD Vegan Beauty with expanded distribution to Ulta Beauty,” KENDO Brands President Kristin Walcott said. “This will allow us to reach new consumers, who have been asking us for years to come to ULTA Beauty. We can finally say, ‘We heard you, we are coming to ULTA Beauty, and we are bringing Tattoo Liner with us!’ This launch will be a key pillar of our already successful 2020 rebranding as KVD Vegan Beauty.”
KVD Vegan Beauty—which will continue to be carried at Sephora stores—partnered with Brazilian artist Ana Strumpf to create an illustrated campaign to promote its ULTA Beauty launch. The brand also worked with 30 Instagram influencers such as poet and animal lover Jhené Aiko, cheerleader Lexi Brumback, and celebrity dog Jiff Pom to celebrate the launch. “We’re proud to offer beloved brands and thrilled to add KVD Vegan Beauty to our assortment,” Monica Arnaudo, Chief Merchandising Officer at ULTA Beauty, said. “As one of the most iconic, vegan, prestige makeup brands, KVD Vegan Beauty offers our guests’ products that naturally reflect their wants, needs and values. Our teams look forward to welcoming new and existing brand fans to explore and discover KVD Vegan Beauty at ULTA Beauty.”
Currently, KVD Vegan Beauty offers a variety of award-winning products, including Everlasting Liquid Lipstick, Lock-It Foundation, and Tattoo Liner. For its launch at ULTA, KVD Vegan Beauty will offer customers exclusives such as a Vegan Best Sellers value kit ($35) and a limited-edition, artist-designed fanny pack—free with a purchase of $50 or more of KVD Vegan Beauty products at ULTA Beauty.