KVD Vegan Beauty takes first steps into 'earth friendly' cosmetics with new palette

Published: 19-Nov-2020

The Kendo produced brand confirmed plans to redesign its packaging in January

KVD Vegan Beauty (formerly known as Kat Von D Beauty) has launched its first fully recyclable eyeshadow palette.

The move by the LVMH-owned and Kendo developed brand follows a number of sustainable steps by sister brands.

Fenty Skin by Rihanna and Marc Jacobs Beauty both debuted refillable concepts on select products in the summer.

In January, following the departure of founder Kat Von D and subsequent rebranding, the Kendo team announced its plan to develop eco-friendly packaging.

"We want to be earth friendly first!", KVD Vegan Beauty wrote on Instagram. "In order to be eco-friendly, our existing inventory will sell through. As it pertains to packaging for new products, we believe that you'll love what's to come."

The Edge of Reality Eyeshadow Palette by KVD Vegan Beauty (RRP US$45) has been developed without mirrors, magnets or metal hinges to ensure the item is 100% recyclable.

Once all of the pans have been used up, consumers can dispose of the plastic tray according to local recycling guidelines and the outer palette with paper items.

The 14 shades include six blendable mattes and eight eye-catching shimmers that can be applied wet or dry.

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