On the heels of KVD Beauty's Good Apple Skin-Perfecting Foundation Balm's launch, the make-up brand has introduced the Good Apple Lightweight Full-Coverage Concealer
The Good Apple Lightweight Full-Coverage Concealer is available in 32 shades
KVD Beauty's TikTok viral Good Apple Skin-Perfecting Foundation is now available as a concealer.
Available in 32 shades, the concealer contains apple extract to nourish the eye area and raspberry stem cells to help provide hydration.
The foundation went viral on social media platform TikTok with over 400,000 views on the brand's account.
KVD Beauty, formerly known as Kat Von D Beauty, said it will not retouch models' skin in the adverts to promote the concealer's capabilities and as "a gesture that not only supports the evolution of the industry and beauty standards".
Global Creative Director of Artistry for KVD Beauty Nikki Wolff spearheaded the campaign which was photographed by Tyrell Hampton.
Hampton has previously worked with Calvin Klein for its 50th Anniversary and Coach’s new athleisure collection campaigns.
Models Sophie Floyd, Daberechi Ukoha-Kalu, Ruby Ward and Thara Parambi star in the marketing push.
Good Apple Lightweight Full-Coverage Concealer is housed in a gradient black tube with the vial cap made from 70% PCR.
The LVMH-owned brand also recommends choosing the shade based on the preferred coverage.
Consumers can purchase the concealer at kvdveganbeauty.com, ulta.com and sephora.com.
In January 2020, the tattoo artist who founded her brand in 2008 with LVMH’s incubator brand Kendo, severed ties with her namesake beauty brand to concentrate on other projects.