The beauty industry as we know it, has done a 180 in the past few weeks. Jeffree Star announced a breakup and a cancelled tour, Too Faced founder Jerrod Blandino fired his sister over transphobic comments about NikkieTutorials, and James Charles is feuding with LGBTQ+ outlet Pink News. It's.... a lot.
Now, the biggest shock of all has come. Kat Von D has announced she's cutting all ties with her namesake brand, Kat Von D Beauty.
"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," the makeup mogul wrote on Instagram.
"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. It's hard to admit this, since I’ve always said 'You can do everything and anything.' But I don’t think admitting one's limits is a bad thing."
"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," she continued. "This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is primed to do just that."
She then shared that Kat Von D Beauty will be rebranding and changing their name completely.
"Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty," Kat wrote.
This change comes after months of controversy surrounding Kat herself. There were rumors of anti-Semitism, which Kat denounced in a YouTube video, titled "I am NOT a nazi. I am NOT anti-vaxx." The beauty guru also faced backlash after saying she is having "a vegan child, without vaccinations" during her pregnancy.
The changes have already been put into effect. KvD Vegan Beauty has changed their handles on social media, posting the announcement on their channels, as well.
"Today, our founder Kat Von D has parted ways with us, as she leaves to pursue other artistic endeavors (vegan shoe line and music)," the brand explained to fans. "We wish her the best of luck and thank her for 12 years of partnership!"
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Kelsey is Seventeen.com's fashion expert and resident Harry Potter nerd. At the office, she spends her day writing about style, beauty, and literally every move Kylie Jenner makes. On the weekends, you can find her sifting through vintage shops and hunting for the perfect burger. Follow her on Instagram at @klstieg.
