Kat Von D - model, musician, tattoo artist, entrepreneur and TV personality, perhaps best known for her appearance in TLC’s ‘LA Ink’ - is now the owner of an all-vegan beauty range. Her line, which was launched for the French cosmetic chain Sephora back in 2008, has been cruelty-free for well over a year and it is now in the process of becoming 100% free from any animal products such as beeswax or carmine.
Successes of Kat Von D's make up
Kat Von D Beauty has seen its fair share of success during its 8 years thus far, having been recognised with numerous editorial beauty awards for colour and complexion. Her studded kiss lipstick in Lolita claimed the glory of being Sephora’s top selling lipstick of 2015, an impressive feat considering it was up against nearly 300 other brands such as CHANEL, Benefit Cosmetics, Givenchy, Bobbi Brown, Yves Saint Laurent and Smashbox. She explained that when launching the brand she was “ignorant”, finding the concept of vegan makeup funny because you don’t eat it.
The make up goes vegan
It seems, though, that she has now had a passionate change of heart, having become a vegan herself in the time since the line was created. Beeswax is commonly used in lip balms while carmine is a bright red dye manufactured from dried, crushed and boiled beetles. It is labelled as ‘Cl 75470’ – presumably because consumers might be a little put off by seeing ‘beetle’ on the ingredients list of their eye shadows, lipsticks and blushes. Kat von D explains “we have been reformulating anything that had carmine in the past, and if we can’t reformulate it, we just throw them out. I can live without purple eye shadow, it’s fine”.
In case having an all vegan, cruelty free beauty range wasn’t enough, she has also worked to raise money for great charities such as Art of Elysium and Vitamin Angels through selling her New American Beauty artwork throughout Sephora make up stores, as well as through breaking a Guinness World Record of the most tattoos given in 24 hours; she managed 400! Additionally, she donated $50,000 to Mercy For Animals. The successful beauty range is soon-to-be branching out and going global. Here in the UK, it is currently available on shelves at Debenhams.