Ulta Beauty is newest retail partner for KVD Vegan

By Deanna Utroske

- Last updated on GMT

photo courtesy of KVD Vegan
photo courtesy of KVD Vegan

Related tags vegan Ulta beauty Makeup

Kat Von D brand launched at Sephora in 2008, was fully acquired and renamed by KENDO Brands at the start of the year, and as of this week, KVD Vegan is at Ulta Beauty too.

“We're proud to offer beloved brands and thrilled to add KVD Vegan Beauty to our assortment,” ​says Monica Arnaudo, Chief Merchandising Officer of Ulta Beauty, in this week’s media release about the new retail partnership.

“As one of the most iconic, vegan, prestige makeup brands, KVD VB offers our guests' products that naturally reflect their wants, needs and values,” ​she says, adding, “Our teams look forward to welcoming new and existing brand fans to explore and discover KVD Vegan Beauty at Ulta Beauty.”

A milestone moment for KVD Vegan

Kat Von D developed and launched her makeup brand in partnership with KENDO Brands. And for the past 12 years, Sephora has been the brand’s exclusive retail partner.

In 2016 the color cosmetics brand began the shift to vegan formulations, rolling out vegan product like eye liner, liquid lipstick, mascara (in 2019), and a vegan liquid eyeshadow primer just last month.

At the start of 2020, KENDO acquired all remaining stake in the brand.​ Von D told the press at that time: “I’ve decided to step down as founder (and from all other capacities) of Kat Von D Beauty, and sell my shares of the brand, turning it all over to KENDO, my partner for the past 12 years….This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and KENDO is primed to do just that.”

Now KVD Vegan has expanded it retail reach beyond Sephora, signing a deal with the US-based beauty chain Ulta. “The launch at Ulta Beauty is an important milestone set to unleash new creative efforts at Ulta Beauty including a stunning, illustrative window campaign, new fixtures, engaging icons, and digital assets designed by LatinX artist, Ana Strumpf, from Sao Paolo, Brazil,” ​explains this week’s media release.

KVD Vegan brings exclusive and limited-edition makeup to Ulta Beauty

“We are excited to continue the very strong momentum of KVD Vegan Beauty with expanded distribution to Ulta Beauty,”​ says Kristin Walcott, President of Kendo Brands, in her remarks to the press.

“This,”​ she says, “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,” ​adds Walcott. “Those efforts include Ulta Beauty, incredible products and marketing, new advocates, digital leadership and our partnership with SEPHORAs everywhere.”

Ulta will carry popular KVD Vegan lip, eye, and complexion products as well as an exclusive Vegan Best Seller product bundle. And there’s a limited-edition belt bag as a gift-with-purchase (GWP) item to incentive consumers to buy the brand at Ulta.

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