After twelve years of exclusivity at Sephora U.S., KVD Vegan Beauty is launching nationwide at Ulta Beauty, the largest beauty retailer in the U.S.
Launched in 2008 under the name Kat Von D Beauty, the 100% vegan makeup brand was fully acquired and renamed by LVMH-owned Kendo Brands at the start of the year.
"We are excited to continue the very strong momentum of KVD Vegan Beauty with expanded distribution to Ulta Beauty. This will allow us to reach new consumers, who have been asking us for years to come to Ulta Beauty. We can finally say, ’We heard you, we are coming to Ulta Beauty, and we are bringing Tattoo Liner with us!’ This launch will be a key pillar of our already successful 2020 re-branding as KVD Vegan Beauty. Those efforts include Ulta Beauty, incredible products and marketing, new advocates, digital leadership and our partnership with Sephoras everywhere," said Kristin Walcott, President of Kendo Brands.
The partnership with Ulta will include product exclusives such as a Vegan Best Sellers introductory/value kit and a limited-edition, artist-designed makeup/fanny pack that will be a gift with any KVD VB purchase of $50 or more at Ulta Beauty.
"We’re proud to offer beloved brands and thrilled to add KVD Vegan Beauty to our assortment," added Monica Arnaudo, chief merchandising officer, Ulta Beauty. "As one of the most iconic, vegan, prestige makeup brands, KVD VB offers our guests’ products that naturally reflect their wants, needs and values. Our teams look forward to welcoming new and existing brand fans to explore and discover KVD Vegan Beauty at Ulta Beauty."
KVD Vegan Beauty will continue to be sold at Sephora stores globally, other fine retailers and on kvdveganbeauty.com.
