KVD Vegan Beauty has finally launched its iconic, high performance, 100% vegan and cruelty-free makeup at Gen Z-favorite Ulta Beauty after years of consumer demand.

San Francisco-based vegan and cruelty-free cosmetics brand KVD Vegan Beauty has launched in all 1,264 retail outlets of Ulta Beauty- U.S.’s largest cosmetics retailer.

The move comes after selling the products exclusively at Sephora for more than a decade.

Rebranded

The brand formerly known as Kat Von D Beauty was founded in 2018 by tattoo-artist-turned-reality star and vegan activist Kat Von D.  However, in January, after Von D sold all of her existing shares back to the company, Kendo – her long-time partner took over and rebranded the company to KVD Vegan Beauty.

The multiple award-winning vegan brand is renowned for its long list of time-tested, best-sellers, which include its globally iconic tattoo liner, everlasting liquid lipsticks, contour palettes, volumizing vegan mascara, and foundation.

‘Continue the momentum’

Commenting on the expansion, Kristin Walcott, President of Kendo Brands said: “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.

“We can finally say, ‘We heard you, we are coming to Ulta Beauty…this launch will be a key pillar of our already successful 2020 re-branding as KVD Vegan Beauty.”

In order to create more hype and promote its  ULTA beauty launch, the multiple award-winning vegan beauty brand roped in 30 Instagram influencers including vegan beauty influencer Carli Bybel, NAACP and EMMY winning host and producer Adrienne Eliza Houghton, popular cheerleader Lexi Brumback, poet and animal lover Jhené Aiko among others to tease the brand’s debut in their first-ever week-long countdown on social media.

‘Proud to offer’

“We’re proud to offer beloved brands and thrilled to add KVD Vegan Beauty to our assortment,” said Chief Merchandising Officer at ULTA Beauty, Monica Arnaudo.

“As one of the most iconic, vegan, prestige makeup brands, KVD Vegan Beauty offers our guests’ products that naturally reflect their wants, needs and values.

“Our teams look forward to welcoming new and existing brand fans to explore and discover KVD Vegan Beauty at ULTA Beauty.”

• Read: Selena Gomez’s vegan beauty brand to launch in Sephora on September 3

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