After a 12-year partnership with Kendo Brands, Kat Von D has departed from Kat Von D Beauty to pursue other endeavors. In an announcement from the brand’s public relations firm, Kat plans to focus on her shoe line and an upcoming album. She is no longer involved in the brand in any capacity. Kendo is owned by LVMH, which also owns Sephora. Sephora was the key point of distribution for Kat Von D Beauty products. Kendo Beauty, the beauty incubator owned by LVMH Moët Hennessy Louis Vuitton.

Effective immediately, the makeup brand is now re-branded KVD Vegan Beauty, and is 100% owned/operated by KENDO, the beauty incubator owned by LVMH Moët Hennessy Louis Vuitton, which also produces Fenty Beauty, Bite Beauty, Ole Henriksen and Marc Jacobs Beauty. The brand remains 100% vegan and cruelty-free. The brand’s homepage on Kendo’s website already reflects the change, with all images of Kat wiped from the microsite and the brand’s new logo presented front and center.

“KVD Vegan Beauty creates high-performance, cruelty free makeup that has disrupted the industry since our debut in 2008,” reads the updated site. “After pioneering the liquid lipstick craze, we hanged the beauty industry again in 2016 when we reformulated our entire line to be 100% vegan.”

However, Kat’s image and the products’ old branding continues to live on a video describing Kendo Beauty and its various brands.

KVD Vegan Beauty is being led by the executive and creative team that initially built the global empire.

Published reports said the over the past year Kat has experienced a backlash from consumers over anti-Semitic and anti-vaccination allegations. Kat responded to these rumors on March 19, 2019 via a YouTube video. More than a year ago, deep discounts on the brand were seen throughout Sephora stores.