KVD Beauty
Mid-Range“Tattoo-inspired, vegan, high-pigment.”
By Viktoria @vioda.makeup · Published · Updated
KVD Beauty is a mid range makeup brand from the United States, founded in 2008 by Kat Von D (now owned by Kendo Brands). It's best known for its Tattoo Liner waterproof liquid eyeliner, Lock-It Foundation and Everlasting Liquid Lipstick.
KVD Beauty launched in 2008 as Kat Von D Beauty, built by the tattoo artist and TV personality around the idea that makeup should perform like tattoo ink — saturated, smudge-proof, and built to last all day. The brand reformulated its entire range to be 100% vegan in 2016, well ahead of the clean-and-vegan wave, and was one of the first prestige color lines to make that a core identity rather than a marketing add-on.
In 2020 founder Kat Von D fully exited the business, and parent company Kendo (the LVMH-backed incubator behind Fenty Beauty and Ole Henriksen) renamed it KVD Vegan Beauty, later simply KVD Beauty. The Tattoo Liner, a flexible-brush liquid eyeliner launched in 2010, remains the franchise hero and one of the most-recommended waterproof liners at Sephora — it's the prestige reference point most drugstore felt-tip liners get compared to. Other heroes include the full-coverage Lock-It Foundation and the cult Everlasting Liquid Lipstick, the long-wear matte liquid lip that helped define the category in the mid-2010s.
Popular Products
What KVD Beauty is bought for. The ones we've found dupes for link through to the comparison.
- Tattoo Liner
- Lock-It Foundation
- Everlasting Liquid Lipstick
- Good Apple Skin-Perfecting Foundation Balm
Known For
Brand Philosophy
Makeup that performs like tattoo ink — high-pigment, smudge-proof, long-wearing — and is 100% vegan and cruelty-free across the entire line.
FAQ
KVD Beauty Official Channels
Where to buy, and how to reach KVD Beauty customer service directly.
- Website
- www.kvdveganbeauty.com
- Customer service
- [email protected]