Kat Von D is officially saying goodbye to the beauty industry. 

The celebrity tattoo artist-turned-entrepreneur took to Instagram on Thursday to announce her decision to cut ties with her eponymous makeup line, Kat Von D Beauty, to focus on other priorities – namely, her forthcoming album, tour and vegan shoe line. 

“As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity,” said Von D. “This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is primed to do just that.”

Kendo, the LVMH-owned parent company behind brands such as Fenty Beauty, Olehenriksen, Bite Beauty and Marc Jacobs Beauty, has worked alongside Von D since the brand’s launch in 2008. The beauty incubator purchased Von D’s remaining shares, gaining complete acquisition of the company. Signalling Von D’s departure from the brand, Kat Von D Beauty will henceforth be known as KVD Vegan Beauty. 

View this post on Instagram

Today, our founder Kat Von D has parted ways with us, as she leaves to pursue other artistic endeavors (vegan shoe line and music). We wish her the best of luck and thank her for 12 years of partnership! We are NOW renamed and re-branded KVD Vegan Beauty – and fully owned and operated by Kendo. The same team that created our iconic and beloved products for the past 12 years (and built the empire with Kat) is ready to make history again. We still value self-expression, compassion and empowerment. To read the full press release, go to our link in bio. Thank you for your support.

A post shared by KVD Vegan Beauty (@kvdveganbeauty) on Jan 16, 2020 at 9:10am PST

Von D’s fans may be saddened by the news, but for many, the change in ownership reflects a new era for the brand. Following the history of controversial allegations against Von D, beauty enthusiasts have taken to Twitter to express their support of Kendo’s takeover.

So glad KatVonD has decided to step away from the makeup industry, refused to buy her makeup, but since its being rebranded and she no longer has anything to do with it I may start buying it again since tattoo liner is the best I have EVER used

— tomb raider (@laratrev) January 16, 2020

It’s ironic that #KatVonD captioned her post, “My Dearest Fans,” considering the only people who actually care about her split from the brand, are the ones who hate her.

— Macy Lycan (@smacyyyy) January 16, 2020

Fans of the makeup line can rest easy: the brand will continue to carry the full product line (including cult favourites Tattoo Liner and the chestnut-rose Lolita lip liner – another shade name that some found questionable) and has several launches in the works going into 2020. 

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