Mar 10, 2021
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KVD Beauty announces comprehensive rebrand, taps new tattoo and makeup talent

Mar 10, 2021

San Francisco-based vegan cosmetics label KVD Beauty unveiled a refreshed brand identity on Tuesday, revealing new campaign imagery and promising revitalized packaging and marketing materials. Furthermore, the company has appointed a global director of tattoo artistry and named a slate of global makeup artists as brand partners.

KVD now stands for "Kara, Veritas, Decora" - Photo: KVD Beauty

Founded as Kat Von D Beauty by celebrity tattoo artist and entrepreneur Kat Von D in 2008, the brand was renamed KVD Vegan Beauty last year, following the departure of its founder and its acquisition by LVMH subsidiary Kendo Brands.
The label has now streamlined its name to KVD Beauty, maintaining its founder’s initials, but resignifying them as “Kara, Veritas, Decora,” which, according to the brand, translates from Latin as “Value, Truth, Beauty.”

In parallel with its name change, the brand announced “a new, polished brand position,” reflected in new campaign imagery which has already rolled out on KVD Beauty’s website and social media channels. As part of its new positioning, the brand has also lined up launches of new marketing materials, packaging and products.
The company was, nonetheless, eager to emphasize that it will remain true to its founding values as a vegan, cruelty-free brand that “believes in embracing outsiders, artistry without boundaries, celebrating individual expression, and being world-conscious.” According to the label, the formulas of its products – including best-sellers such as Tattoo Liner, Lolita Everlasting Liquid Lipstick, and Lock-It Foundation – will not change.
“KVD Beauty has a near 13-year history of creating incredible, award-winning, bestselling products – now is simply the time for us to revitalize the brand and reconnect with our consumers in a genuine way,” explained Tara Loftis, global VP of marketing and public relations at Kendo Brands, in a release.
“This is the beginning of an important chapter, and it was critical for us to design a disruptive marketing plan, while aligning with top-tier, best-in-class artistry talent that reflects and respects our brand heritage in both tattoos and makeup,” she added.
To support its new image, KVD Beauty has also named tattoo artist Miryam Lumpini as its first global director of tattoo artistry. Now based in Los Angeles, Swedish-born Lumpini will develop tattoo-inspired designs for marketing and product at KVD Beauty, and will also create makeup-related content for the brand.
The artist, who is also known as “The Witch Doctor,” has tattooed a number of celebrity clients, including singers Jhené Aiko and Kehlani, actress Keke Palmer, and DJ and producer Skrillex.

Miryam Lumpini on the cover of Tattoo Magazine's Spring 2020 issue - Photo: Tattoo Magazine/Ryan Stokes

In addition, KVD Beauty has revealed a roster of four global makeup artists – Germany’s Christian Schild, France’s Fanny Maurer, and Sandra Saenz and Anthony Nguyen, both from the U.S. – who will work with the brand on press features, photo shoots and editorial. They will also lead master classes and create exclusive content for KVD’s social media channels.
Along with Loftis, KVD Beauty’s rebrand is being led by Kendo Brands SVP and GM Sarah Koch. Having overseen the relaunch of Kendo’s Ole Henriksen skincare business, Koch, who has more than 15 years of experience in beauty brand building and incubation, is now also responsible for the strategic global brand management of both KVD Beauty and Bite Beauty.

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