KVD Vegan Beauty launches at Ulta

By

Robin Driver

Published
Aug 25, 2020

Following more than a decade of exclusivity at Sephora, San Francisco-based vegan and cruelty-free cosmetics brand KVD Vegan Beauty is launching in the U.S.’s largest cosmetics retailer, Ulta Beauty.

The move sees products from KVD’s more than 250-strong offering launch on Ulta’s e-commerce platform, as well as in 1,264 Ulta stores across the country.

Along with popular items including Tattoo Liquid Eye Liner, Lock-It Foundation and Everlasting Liquid Lipsticks, the assortment available at the beauty retailer also includes Ulta exclusives, such as a Vegan Best Sellers introductory kit and a limited-edition makeup/fanny pack, which will be given as a gift with KVD purchases of over $50.

The brand’s introduction at Ulta is accompanied by an illustrative in-store window campaign, featuring work from Brazilian artist and product designer Ana Strumpf. The launch was also preceded by a week-long social media countdown involving Strumpf, singer Jhené Aiko, cheerleader and TV personality Lexi Brumback, and celebrity makeup artist Daniel Chinchilla, as well as a host of beauty influencers, such as Louie Castro, Iris Beilen and Carli Bybel.

Founded by celebrity tattoo artist and entrepreneur Kat Von D in 2008, KVD has been wholly owned by LVMH subsidiary Kendo Brands since January of this year, when Von D stepped away from the company to pursue other projects.

The brand’s launch at Ulta Beauty is part of a wider rebrand that has also seen the label change its name from “Kat Von D Beauty” to it’s current name, “KVD Vegan Beauty.”

“We are excited to continue the very strong momentum of KVD Vegan Beauty with expanded distribution to Ulta Beauty. This will allow us to reach new consumers, who have been asking us for years to come to Ulta Beauty,” said Kendo Brands president Kristin Walcott in a release. “This launch will be a key pillar of our already successful 2020 re-branding as KVD Vegan Beauty.”

KVD Vegan Beauty products are sold in 36 countries around the world, including the UK, where they are stocked by Boots and Debenhams.