Kat Von D is eliminating all animal products from her cosmetics
The makeup maven has announced that her beauty range is going 100% vegan.
Kat Von D, tattoo artist, model and entrepreneur, started her cult cosmetic line before she became a vegan. Kat Von D Beauty was born back in 2008 but Kat herself did not become an outspoken vegan until later. It was just last year that Kat posted a video on her YouTube channel, speaking out for one of the first times about why she is a vegan and why it is important to her.
The Kat Von D Beauty line has always been cruelty free, that is, not tested on animals. But the line did make use of products of animal origin like bee's wax and carmine, a dye created from crushed beetle shells.
"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 Laika.
This is not exactly true. A study has shown that women will consume 1.7 kilos of lipstick in a lifetime, so for vegan ladies, finding vegan lipsticks is extremely important.
After becoming a vegan and learning about the formulations of her products Kat chose to make a change. "It wasn't until last year that I was like, 'What the f$%^ am I waiting for?'," she said.
So what does this mean for Kat Von D Beauty junkies? Most products shouldn't change as many Kat Von D products are already vegan, but there is the possibility that some could be discontinued if they can't be reformulated.
"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.
Whether you love or hate the decision, it's just one step further to a cruelty free beauty industry, which I'm sure is something we can all get behind.