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. 

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.

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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