Kat Von D has announced that her eponymous beauty range will become 100% vegan friendly by the end of this year.
Speaking at the UK launch for her cosmetics range, Von D said that veganism has become a huge part of her life since the range’s debut in 2008. Since learning about the use of animal-derivatives in cosmetics she has now decided to remove all of them from the range.
Von D said: “We are so innovative and there are so many alternatives out there, so why are we still doing that?” She explained that her team had been instructed to find alternatives to all the non-vegan ingredients in her range. If no alternative was available she said that the product or shade would have to be phased out.
Beeswax and carmine have both been removed from the range, and Von D said that the changes would be fully implemented by the end of the year. This makes the range fully vegan as well as cruelty-free.
Kat Von D Beauty is due to launch in the UK later this year. The brand’s products will be stocked on the Debenhams website from 13 September onwards, followed by a launch in the retailer’s Oxford Street store on 5 October. Von D said: “I am so excited to finally launch Kat Von D beauty in the UK and Ireland. I can’t wait for all of my fans to fall in love with the range!”
Consumers in the UK will be able to buy Kat Von D Beauty products in Debenhams' flagship, or can use the retailer's Click and Collect service in their local store. Sara Stern, Beauty Divisional Director at Debenhams, said: "Debenhams is extremely excited to be the exclusive partner for Kat Von D Beauty in the UK and Ireland. The combination of Kat's innovative use of colour and signature lip and eye looks are sure to be a great success with our customers and secure Debenhams' position as the leading premium make-up retailer in the UK."