On Friday 17 January Kat Von D announced, to her 7.3million instagram followers, her departure from the beauty brand she founded in 2008. She comments that it “was not an easy decision” and that she is “turning it over to Kendo, my partners…”. She also mentions that the brand will be taking this opportunity “to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty”. So after 12 years of partnership Kendo now become the sole owners of KvD Vegan Beauty.

Kendo was founded in 2010 by its parent company LVMH. They have partnered with major faces from fashion and entertainment. The house of brands currently includes KVD Vegan Beauty, Marc Jacobs Beauty, Fenty Beauty by Rihanna, Ole Henriksen Skincare, Bite Beauty, and Lip Lab by Bite.

In a statement, David Suliteanu, CEO of Kendo, said,

“I want to thank Kat for helping to change the beauty industry with us. The products we created together have stood the test of time and become icons. Kendo, along with our global retail partner, Sephora, look forward to the continued growth of KVD Vegan Beauty under Kendo’s leadership, ownership, and direction. We are fully positioned to continue the brand’s growth and development in both product and marketing. We have developed a very strong product pipeline for 2020 and beyond. The same Kendo team that made history with KVD Vegan Beauty is ready to do it again. ”