Kat Von D's former makeup line is rebranding once again after the celebrity tattoo artist sold her share of the company in 2020.
On Tuesday, the vegan cosmetics brand — formerly known as Kat Von D Beauty and KVD Vegan Beauty — relaunched its website and social-media accounts with a new name and shiny aesthetic.
According to the company, its name is now KVD Beauty, and the initials now stand for Kara, Veritas, and Decora — or Value, Truth, and Beauty.
On Instagram, the makeup brand said it believes in 'the power of reinvention'
"Born in an iconic tattoo studio, rooted in a dream of unrestrained beauty with a nonconformist & fearless spirit, we started a revolution with tattoo inspired makeup & limitless creativity," the brand's statement says. "We continue this legacy."
The note goes on to describe tattoos as "the boldest form of artistic self-expression," and "deeply personal ink" that "becomes part of you." From there, the brand shared its core values, which include celebrating "the individual" and rejecting "conventional beauty standards & sameness."
KVD Beauty also said it gives "a f--- about the world," and cares for the planet and those who live on it.
Finally, the brand said it will continue to offer "high-pigment, high-performance makeup inspired by tattoo artistry."
"We give you the tools to live your beauty truth," the statement says. "We stand for Kara, Veritas, Decora/Value, Truth, Beauty. Your truth is valuable & beautiful. We are KVD: Tattoo-Inspired Vegan Beauty."
The brand expanded upon these values on its website. There, the company says it's committed to championing social and racial justice, writing: "We believe in equity and inclusivity because, in our world, outsiders are insiders."
KVD Beauty also promises that it remains "100% vegan and cruelty-free."
"We challenge ourselves to use fully recyclable packaging, post-consumer recycled materials, & refillable compacts whenever possible," the brand says on its website.
It's currently unclear if this change in name and branding will impact any of the brand's current products or packaging. It's also unclear as to why the company decided to rebrand after becoming Kat Von D Vegan Beauty in January 2020.
Representatives for KVD Beauty did not immediately respond to Insider's request for comment.
The company also named Miryam Lumpini as its new global director of tattoo artistry
According to a post on the brand's Instagram page, Lumpini will serve as the "resident tattoo artist," and be responsible for "creative inspiration" and product collaboration.
"Growing up, being one of the only Black girls in the Swedish countryside, I never dreamt that I would be the first global tattoo artist for KVD Beauty," Lumpini said in another post for the brand. "I used to ride the bus, reading fashion and tattoo magazines, and now I have this opportunity to share my creativity through beauty."
Kat Von D sold her shares of the company in January 2020
After running the brand for 11 years, Von D said on January 16, 2020, that she could no longer raise her child and manage her multiple business ventures "at the maximum capacity."
"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," Von D wrote on Instagram at the time.
"In order to avoid any confusion with such a big change, 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," she added.
In its own Instagram posts at the time, her former brand said it would be changing its name to KVD Vegan Beauty, and that its initials would then stand for its "ethos and new manifesto."
"It does NOT stand for a person's initials," the brand previously wrote on Instagram. "We believe in Kindness, Vegan Beauty + Discovery (and Doing good)."
The brand also promised at the time that most of Von D's products would go unchanged — except for in packaging — and that the tattoo artist is "no longer involved in the brand in any capacity."
