Heads up! KVD Beauty is starting to pop at physical Ulta stores for 75% off! What’s going on? Is KVD Beauty leaving Ulta? Is KVD Beauty going out of business? I doubt they’re going out of business (they still have a little life left in them I think) but there is a possibility they are leaving Ulta or perhaps just Ulta stores.
As you know the company was founded by Kat Von D in 2009 and the star product of the brand was the Kat Von D Tattoo Concealer. Kat even did an entire spread with Sephora showing how Tattoo Concealer easily concealed her tattoos. This was before Tarte Shape Tape Concealer and all the other super pigmented concealers we had. The brand is a pioneer when it comes to create super pigmented foundation and concealer products.
Since that time the Kat Von D sold the brand to Kendo in beauty. Believe it or not this was a rather short time ago in 2020. The rebrand dropped Kat’s name but kept her initials which stands for “Kindness, Vegan Beauty, and Discovery (and Doing Good)”.
I personally don’t think the brand did as well as when Kat’s name was attached to it. They had some viral moments with some of the products like the Good Apple Foundation. It did so well many of the shades sold out and were out of stock for a month or so!
I’m wondering how much life KVD Beauty has left in it. They haven’t really released anything in a while. I do think they have some life left in them but who knows for how long and now with Ulta discounting products one wonders where things are headed.
As of now all products are showing in stock and full-price at Ulta but keep an eye as maybe, like stores, they’ll go on sale too. If KVD Beauty disappears will you miss the brand?
Where to buy
Ulta
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