Jan 30, 2020
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KVD Vegan Beauty launches its first lip gloss for Spring 2020

Jan 30, 2020

(Relaxnews) - KVD Vegan Beauty is getting ready for spring, with the launch of two new beauty staples.

The cult makeup brand -- which was formerly known as Kat Von D Beauty -- is rolling out its first lip gloss in the form of the new ‘XO Vinyl Lip Cream,' which comes in six high-pigment shades and boasts a shiny finish. It is also introducing ‘Everlasting Blush,' a pigmented blush in six shades, to its offering.

To mark the launch, the label has selected its Education Artistry Trainer Luis Carrero to act as a global campaign face, marking the first time an in-house employee has fronted a campaign for the brand.

"The net-new campaign showcases an inside peek to the new look and feel of KVD Vegan Beauty; featuring one of our very own!" said VP of Global Marketing and PR for KVD Vegan Beauty, Kelly Coller, in a statement, adding: "The future is bright and we promise to keep bringing best-in-class vegan beauty and innovation throughout 2020."

The move follows the announcement earlier this month that the brand's founder, Kat Von D, was stepping down from her role at the company to focus on other projects, leaving her business partner, the conglomerate Kendo, its sole owner. The brand was subsequently renamed KVD Vegan Beauty, but stressed in a recent Instagram post addressing the changes that it will continue to offer its current lineup.

"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," Kat Von D said via a statement at the time.

Since it was founded in 2008, KVD Vegan Beauty has gained a reputation as a go-to brand for cruelty-free cosmetics with a focus on long-lasting formulas. 

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