Kat Von D has announced that she plans to make her makeup line completely vegan! The famous tattoo artist, model, and makeup mogul decided to reformulate her entire line to be completely cruelty-free, excluding any and all animal products and, as it was before, produced entirely without animal testing.
In an interview with Laika, a vegan lifestyle magazine, Von D spoke extensively about why.
“When I launched [the line,] I was not sober; I was not vegan yet. So I had no idea about ingredients in formulation,” says Von D. “I would always think it was funny when brands would be like, ‘Oh, we’re vegan.’ Yeah, well, you don’t eat lipstick. [I was] super ignorant, you know?” she told the magazine. After Von D went vegan, she learned that some of the products in her line included carmine, a dye made from beetles’ wings. “We have been reformulating anything that had carmine in the past, and if we can’t reformulate them, we just throw them out. I can live without a purple eye shadow, it’s fine,” she said.
It doesn’t seem as if this switch will keep Von D from continuing to dominate the makeup world.
In the interview, she also shared a small but exciting glimpse of a brand-new product. Von D handed the writer “a powder compact that will be launching soon, in the shape of a wax seal influenced by Von D’s love for letter writing.” It’s because of these unique and personal touches that Von D’s brand has developed a huge following—and that won’t stop anytime soon. Von D is so confident in her makeup collection that
She once refused an opportunity to mass-produce her line in China because it would have required animal testing.
“The numbers are huge but is it worth it? No, fuck no! If anything, the punk rocker in me gets more excited to be against it,” said Von D. There’s no word on when exactly the makeup line will go fully vegan, but given how persistent and committed Von D is, we expect the wait won’t be long.
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