Kat Von D's former brand KVD Vegan Beauty distances themselves by changing official name
30 January 2020, 14:31
Going forward, "KVD" stands for "Kindness, Vegan Beauty + Discovery".
Kat Von D recently announced (16 Jan) that she would no longer be involved in her beauty brand, Kat Von D Beauty, after nearly 12 years. The makeup guru sold her remaining shares to her brand's existing parent company, Kendo, in order to focus on her vegan shoe line and motherhood.
Kendo quickly changed Kat Von D Beauty to KVD Vegan Beauty and told customers that the products would remain exactly the same as before. In a bid to reassure their customers, KVD Vegan Beauty answered some burning questions on their Instagram page.
One of the questions was, 'What does the "KVD" in KVD Vegan Beauty stand for?'. Now, you might think it's obviously an acronym for Kat Von D, however, the brand have clarified its true meaning and they've made sure everybody knows it's nothing to do with Kat.
It read: "The KVD in our new name KVD Vegan Beauty stands for our ethos and new manifesto! It does NOT stand for a person's initials. We believe in Kindness, Vegan Beauty + Discovery (and Doing good). Check out our manifesto." Eh?
Needless to say, people had a mixed reaction to the "messy" statement…
They really sat in a meeting and were like hmmm what 3 words start with KVD. They should’ve just fully rebranded once all old packaging was used up pic.twitter.com/xpZz1FjXWy— positiviᵗᵉᵃ (@TeaSpillYT) January 28, 2020
“Hi today I’m using the kindness, vegan beauty, discovery eyeshadow palette” https://t.co/PyEWpIud4T— Hugh Jazz (@Lithunium_Snow) January 28, 2020
Ousting the person a company is named after, yet KEEPING their name in the rebranding is mind-numbingly bad marketing. @kvdveganbeauty and #Kendo - keep the "hero" products, change the name COMPLETELY, market appropriately to make consumers aware of the change. #ThisIsAMess pic.twitter.com/xUwwzIqVFw— Kevin James Bennett (@KJBennettBeauty) January 28, 2020
KVD will still stand for kat von d in my mind lmao idc idc idc— mykchicken 🦂 (@glambymykaila) January 28, 2020
after dropping Kat Von D, KVD's new full form is 'Kindness + Vegan Beauty + Discovery (And Doing Good)' and that shit has some serious Derek Zoolander energy https://t.co/0IPUaNQGyG pic.twitter.com/RBISDpUIGF— Kunal Kamrade (@nah_im_abdulla) January 28, 2020
the kvd rebrand is so funny to me i know it’s all good intentioned but i can’t help but laughing at it meaning Kindness Vegan Beauty Discovery Beauty— ave💗 (@girljoys_) January 28, 2020
So KVD Vegan Beauty in full is Kindness Vegan Beauty Discovery (and Doing good) Vegan Beauty?— KB (@AbertaweAFC) January 28, 2020
KVD Vegan Beauty aren't stopping there, though. While the brand confirmed that they would be keeping their "award-winning formulas" and they won't be discontinuing any products anytime soon, they will be changing the packaging to reflect their rebranding – but not yet.
KVD Vegan Beauty wants to be "eco-friendly" so they will sell their existing inventory first, so there is no waste. They said: "As it pertains to packaging for new products, we believe that you'll love what's to come.
"We have an amazing, internally award-winning creative and packaging team here at Kendo!"