Kat Von D is implementing a significant change when it comes to her namesake makeup line. The tattoo artist and beauty entrepreneur is taking Kat Von D Beauty completely vegan. Her wildly successful brand is already mostly vegan and 100% cruelty-free, so it makes sense that the animal-loving vegan would reformulate the entire line to exclude animal-derived ingredients like beeswax used in lip products and carmine (beetle's wings, no lie) used for coloring.
"We have been reformulating anything that had carmine in the past, and if we can't reformulate, we just throw them out," she told vegan lifestyle magazine Laika. "I can live without a purple eye shadow — it's fine." A passionate Von D recalled the moment she decided to take her brand vegan: "It wasn't until last year that I was like, 'What the f*** am I waiting for?' I have a platform, and this, to me, is the No. 1 most important issue on this planet." She also noted that over the past eight years in the beauty business, she'd learned a lot, which helped lead her to this decision. "When I launched [the line], I was not sober; I was not vegan yet. So I had no idea about ingredients in the formulation," she adds. "I would always think it was funny when brands would be like, 'Oh, we're vegan.' Yeah, well, you don't eat lipstick. [I was] super ignorant, you know?"
This announcement has perfect timing given the release of the already sold-out (but soon-to-be back-in-stock) Serpentina Eyeshadow Palette ($45), which is vegan. While we don't have the details of the newly formulated makeup line, we don't expect to wait for too long given how committed Kat is to her brand. In the meantime, shop the best-sellers from Kat Von D Beauty below.
Which Kat Von D makeup product is your all-time favorite? Tell us in the comments.