Kat Von D released a teaser clip for her upcoming vegan brow line, KVD Brow, on her Instagram account. The new eyebrow-defining collection will launch on April 20, at Kat Von D Beauty online and at Sephora stores in the US and Canada.
The new set promises bold, long-lasting beauty in the iconic style of Kat Von D. The products have gone through rigorous research and development to create truly unique and effective beauty tools, the artist and founder of Kat Von D Beauty notes. For example, the Brow Struck Dimension Powder includes 3D reflective pigments to mimic real hair, and the Brow Precision Pencil is the “first-ever” 1×1.15mm elliptical tip, allowing for “perfect hair-like strokes with an artist’s control and buildable payoff.” These products come in seven shades, and both are waterproof and smudge-resistant.
In addition to pencils and powders, the collection also features specialized, completely vegan brow brushes and a unique 24-HR Super Brow Long-Wear Pomade in sixteen shades. Colors include seven neutral tones, seven “artistic” tones, and a white-out for the “perfect bleached brow.” This variation in colors is typical of the Kat Von D style. Her products are accessible to everyone, from those who prefer a natural, minimalist look to the more adventurous, color-popping style.
Kat Von D Beauty became one of the first major cosmetic brands to commit to a 100% vegan business in 2016, and it continues to lead the way in cruelty-free beauty. The products are never tested on animals, and none of the ingredients contain any animal products. Kat Von D is a dedicated vegan and animal advocate. She has received several prestigious awards in recognition of her work from the Animal Rights National Conference and peta2. Further, she recently launched a vegan makeup artist program to train makeup professionals in cruelty-free beauty. For every order, the company will donate a portion to Mercy for Animals, a farm animal rights non-profit.
Mercy for Animals conducted an interview with Kat Von D in 2016, asking how she balances her activism and entrepreneurship. She explained, “My personal approach to activism is sharing what I know as effectively as possible. I want to do everything in my power to influence the fastest possible change. As for the content I create, whether it’s tattooing, beauty products, or shoes, I see all of these business ventures as an opportunity to make it easy for the consumer to choose compassion over cruelty.”
Image Credit: Kat Von D.