According to an article by Cosmetics Business, KVD Vegan Beauty is once again undergoing a rebrand – this time dropping the ‘Vegan’ in its title to become KVD Beauty.
This means the name will still keep the brand’s legacy initials, which has been revealed to now stand for ‘Kara, Veritas, Decora' – Latin for ‘Value, Truth, Beauty.’
The vegan and cruelty-free formulas will not change, however the products will now come packaged in a brand new look, which is, where possible, recyclable and manufactured from post-consumer recycled materials. The brand is also going to embrace more refillable packaging solutions.
The label (then called Kat Von D Beauty) was founded by Kat Von D in collaboration with LVMH’s brand incubator, Kendo, back in 2008. However, Kendo has distanced itself from the brand since Von D sold the business her shares in January 2020. This consisted of renaming the brand KVD Vegan Beauty, which previously stood for ‘Kindness, Vegan Beauty and Discovering.’
In addition to the rebrand and to mark its new ‘Value, Truth, Beauty’ brand positioning, KVD Beauty has also revealed its first global director of tattoo Artistry, Miryam Lumpini. Lumpini, who has worked with high-profile celebrities, including Keke Palmer, Jhené Aiko and Kehlani, will serve as the brand’s in-house tattoo artistry expert, where she will support creative initiatives by developing tattoo-inspired designs, and creating makeup artistry content.
Finally, KVB Beauty is also employing a ‘world-class roster of global makeup artists’ to boost its international teams. This includes France-based Fanny Maurer, Christian Schild in Germany, and Sandra Saenz and Anthony Nguyen in the US.