Kat Von D steps down from namesake vegan makeup brand

Kat Von D has announced she is stepping down from her namesake vegan makeup brand.

On Friday, the company stated in a press release that the celebrity tattoo artist is leaving the brand, effectively immediately, and will no longer be involved with it in any capacity.

The 37-year-old addressed the news on her Instagram account with a heartfelt post that featured a photo of herself and the words: “My dearest fans…”

In the caption, Von D said the reason for her sudden departure is so she can focus on being a mother to her one-year-old son, Leafar Von Drachenberg Reyes, as well as other creative pursuits such as her music career and recently launched vegan shoe brand, Von D Shoes.

“This past year has been one of great change for me,” Von D wrote.

“As many of you know, I gave birth to my beautiful baby boy, launched my vegan shoe line, and 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.”

The star went on to announce that Kendo, the beauty incubator also responsible for Marc Jacobs Beauty, Fenty Beauty and more, is now the brand's sole owner.

“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 explained.

Von D also reassured her fans that while the brand’s name is changing to KVD Vegan Beauty, the product line-up will remain entirely the same and will continue to develop new vegan and cruelty-free products under the new ownership.

She also thanked her followers for their support over the past 12 years, writing: “I'd like to thank my beloved fans and followers who supported my vision to create a brand that stood for compassion, true artistry, and challenged modern ideals of beauty — most of which I never could relate to.

“I was able to create a makeup line that made outsiders like me feel like we have a place in this ‘beauty’ world, and gave myself and others the tools to express ourselves in our own unique way, whether it was embraced by the majority or not. And I just couldn’t have done any of this without you!”

Von D launched her highly successful makeup brand back in 2008 at Sephora with the mission to make “the beauty world a better place.”

According to Racked, the beauty line made an estimate of $12m (£9m) in its first year.

Since launching the brand, Von D married musician Rafael Reyes, who goes by Leafar Seyer professionally, in February 2018, before giving birth to her first child, Leafar Von D Reyes, in December the same year.