"We are excited to continue the very strong momentum of KVD Vegan Beauty with expanded distribution to Ulta Beauty. This will allow us to reach new consumers, who have been asking us for years to come to Ulta Beauty,” said said Kristin Walcott, president of Kendo Brands, parent company to KVD and part of LVMH. “This launch will be a key pillar of our already successful 2020 re-branding as KVD Vegan Beauty. Those efforts include Ulta Beauty, incredible products and marketing, new advocates, digital leadership and our partnership with Sephoras everywhere.”
KVD Beauty had been exclusive to LVMH-owned Sephora for 12 years. The collection will still be sold there, according to Kendo.
The launch at Ulta Beauty will feature a new window campaign, new fixtures, engaging icons, and digital assets designed by LatinX artist, Ana Strumpf, from Sao Paolo, Brazil. Strumpf is known globally for her high-profile cover illustrations that have graced the covers of many magazines, in addition to her award-winning product and packaging designs.
The launch featured celebrity and influencer supporters that teased the brand's debut at Ulta Beauty ahead of the retail debut.
Earlier this year, Kat Von D, the tattoo artist behind the collection, left the brand and sold her shares back to Kendo.