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Last Updated: 9th April 2025
KVD Beauty, formerly known as Kat Von D Beauty, is a renowned vegan makeup brand that has been a leader in the beauty industry since its inception in 2008. The company offers high-performance, vegan, and cruelty-free makeup products, including foundations, lipsticks, eyeliners, and palettes. Their products are inspired by tattoo artistry, reflecting a nonconformist and fearless spirit.
The brand is available at major retailers like Ulta Beauty, Sephora, and Boots UK.
KVD Beauty, originally founded by tattoo artist Kat Von D in 2008, began as a bold, nonconformist makeup brand inspired by tattoo artistry. Known for its high-pigment, cruelty-free products, the brand gained popularity with iconic items like the Tattoo Liner and Good Apple Foundation Balm.
In January 2020, Kat Von D sold her stake in the company to Kendo, a beauty brand incubator owned by LVMH. Following this transition, the brand was renamed KVD Vegan Beauty and emphasised a new ethos: “Kindness, Vegan Beauty + Discovery (and Doing Good).” Under Kendo’s ownership, KVD Beauty retained its commitment to vegan and cruelty-free products while focusing on sustainable packaging and maintaining original formulas.
In December 2024, KVD Beauty generated $211,951 in revenue, showing significant revenue growth, with a 50% increase over a recent three-month period.
The brand continues to celebrate individuality and artistic self-expression while rejecting conventional beauty standards.
KVD Beauty celebrates individuality while rejecting conventional beauty standards. It advocates for inclusivity and sustainability, emphasising the importance of caring for the planet and all its inhabitants. The company is dedicated to creating 100% vegan and cruelty-free products, ensuring that all formulations are free from animal-derived ingredients and animal testing. KVD Beauty refuses to sell in regions where animal testing is legally required. The company strives to use recyclable packaging, post-consumer recycled materials, and refillable compacts whenever possible.
Inspired by tattoo artistry, KVD Beauty emphasises bold self-expression and creativity through its high-pigment, long-lasting makeup products, including the iconic Tattoo Liner, designed to mimic the precision and intensity of tattoo ink.
The brand challenges conventional beauty norms, celebrating uniqueness and diversity while fostering an inclusive community where “outsiders are insiders”.
They encourage users to express their beauty through high-performance makeup products. KVD Beauty prioritises sustainability and social responsibility, aiming to reduce its environmental impact while promoting individuality and uniqueness in beauty standards.
KVD Beauty offers a diverse range of high-performance, cruelty-free makeup products, including foundations, lipsticks, eyeliners, and palettes, catering to various beauty needs and preferences.
Their liquid eyeliner Tattoo Liner is a bestseller and is known for its waterproof, smudge-proof formula and needle-sharp precision. Tattoo Pencil Liner offers a similar concept to the Tattoo Liner but in pencil form for more versatility.
Available in both balm and serum forms, Good Apple Foundation provides lightweight, full coverage suitable for various skin types.
A long-lasting, transfer-resistant matte lipstick, the Everlasting Liquid Lipstick is available in a wide range of shades. A lighter version of the Everlasting Liquid Lipstick, Everlasting Hyperlight Liquid Lipstick offers a hyper-lightweight feel.
The KVD Starter Kit includes mini versions of popular products like Tattoo Liner, Everlasting Hyperlight Liquid Lipstick, and Good Apple Serum Foundation samples.
The Good Apple Blush Balm Duo provides a natural blush effect with nourishing ingredients.
KVD Vegan Beauty’s site features a bold design that aligns with the brand’s edgy and artistic identity.
The website uses striking imagery, often featuring tattoo-inspired art and high-contrast colours, reflecting the brand’s unique identity. This gives the website an alternative, rebellious vibe.
The homepage prominently showcases their high-performance, vegan, and cruelty-free makeup products, such as the Everlasting Liquid Lipstick and Tattoo Liner.
Navigation is user-friendly, with clear categories. A prominent search function allows users to quickly find products, and they are presented with clear, high-resolution images that make it easy for customers to see the details.
Each product page is detailed, with the ability to zoom in on images, check ingredient lists, and see reviews. The clean layout, intuitive structure, and emphasis on product details contribute to a smooth and engaging user experience, making it simple for customers to explore, shop, and connect with the brand.
The site’s design adapts well to mobile devices, ensuring a smooth shopping experience on all screen sizes. KVD Beauty maintains a strong social media presence, especially on Instagram and Facebook, where they often share makeup tutorials and product showcases, encouraging users to tag them in their posts.
KVD Beauty offers a range of products with varying prices.
Tattoo Liner Vegan Waterproof Liquid Eyeliner is $25 and comes in two shades. Ink Liner Waterproof Felt-Tip Liquid Eyeliner is also available at $25, and Dazzle Vegan Long-Wear Eyeshadow Stick is $24. Everlasting Hyperlight Transfer-Proof Liquid Lipstick is $23, the Good Apple Full-Coverage Transfer-Proof Serum Foundation is $42, and the Good Apple Lightweight Full Coverage Concealer is $30.
There is a special Last Call section for exclusive deals, and KVD Beauty also offers sales and promotions on certain products, so it is worth checking out their site frequently.
KVD Beauty does shipping both in the U.S. and internationally. Standard 3-7 Business Day Shipping in the U.S. is free for orders of $50 and over, and costs $5.95 for orders below $50. 2-Day Shipping costs $10.95, and 1-Day Shipping is $16.95. Orders are typically processed within 1-2 business days.
For international orders, applicable import duties, taxes and fees are calculated in your selected currency at checkout. Also, shipping rates vary by country/region and will be determined at checkout. Standard delivery is approximately 4-9 business days after the time of shipment, with pre-paid duties and taxes at checkout. With duties and taxes unpaid, the customer is responsible for duties, taxes and fees upon delivery, and delivery is approximately 5-10 business days after the time of shipment.
Express delivery with pre-paid or unpaid duties and taxes at checkout takes 2-6 business days after the time of shipment.
Orders can be tracked using the tracking number provided in the shipment confirmation email.
KVD Beauty combines fearless self-expression with a commitment to ethical and sustainable beauty practices.
The site provides detailed product information, emphasising transparency about ingredients and the brand’s commitment to vegan and cruelty-free practices.
The website is visually striking, easy to navigate, and designed to reflect the bold and artistic nature of the brand.
KVD Beauty continues to be a significant player in the vegan cosmetics market, focusing on high-quality products and a strong brand identity, but customers should pay attention to higher prices and personal preferences for some items.
High-performance products
Cruelty-free and vegan products
Sustainability
Inclusivity
Price point
Texture preferences
Delivery Options | Price | Timing | Free Delivery |
Standard 3–7 Business Day Shipping (Orders $50 & Over) (Up to 21 days for APO/FPO/DPO) | FREE | 3–7 business days | Yes |
Standard 3–7 Business Day Shipping (Orders Under $50) (Up to 21 days for APO/FPO/DPO) | $5.95 | 3–7 business days | No |
2 Day Shipping | $10.95 | 2 business days | No |
1 Day Shipping | $16.95 | 1 business day | No |
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France | Cost calculated at checkout |
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