On Wednesday, Von D shared a picture of herself and her son on Instagram, letting fans know that she's getting ready to start releasing music she's been working on. As a result, she said she won't be sharing as many photos of her child, cats, or homes.
Underneath the post, however, an Instagram user asked Von D if she had any comment on her former company changing its name to KVD Beauty, leading the tattoo artist to speak out against the brand.
Von D replied, saying she no longer has a connection to the brand and wishes they wouldn't use her initials going forward.
"Do you wanna say anything about rebranding of your brand? ✨" an Instagram user asked.
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"I have absolutely nothing to do with that brand, and to be honest, wish they'd change the name altogether already so I wouldn't be associated with it. ❤️" Von D wrote in response.
Representatives for KVD Beauty did not immediately respond to Insider's request for comment.
Kat Von D's former makeup brand has a new name: KVD Beauty
The rebrand was announced on Wednesday via the brand's website and Instagram page. According to the company, the KVD initials in its name and branding now stand for Kara, Veritas, and Decora — or Value, Truth, and Beauty. The company was formerly known as KVD Vegan Beauty, and Kat Von D Beauty before that.
KVD Beauty also shared its new core values — which include an emphasis on sustainability and diversity — and announced that Miryam Lumpini has been named its new global director of tattoo artistry.
A post shared by KVD BEAUTY (@kvdbeauty)
Kat Von D sold her shares of the company in January 2020
After running the brand for 11 years, Von D said on January 16, 2020, that she could no longer raise her child and manage her multiple business ventures "at the maximum capacity."
"This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is primed to do just that,"Von D wrote on Instagram at the time.
"In order to avoid any confusion with such a big change, Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from KatVonD Beauty to KvD Vegan Beauty," she added.
"It kind of throws me back to how I felt when I was a kid," she said. "I feel like I've stepped away from it a lot, partially on purpose, and the other part of it is, obviously, I just — after having the baby, and then I wrote an album years ago, and I was supposed to release it last summer, and then I got pregnant."
Representatives for Kat Von D did not immediately respond to Insider's request for comment.
Underneath the post, however, an Instagram user asked Von D if she had any comment on her former company changing its name to KVD Beauty, leading the tattoo artist to speak out against the brand. Von D replied, saying she no longer has a connection to the brand and wishes they wouldn't use her initials going forward.
Von D also addressed her reasoning for covering her tattoos in her caption, saying she's had "many tattoos that represented a part of my life that no longer aligns with who I am today."
The name Kat Von D is almost synonymous with tattoos. But currently, the author, musician, and former TV star is in the process of blacking out most of the famous designs across her body. Von D began replacing her original tattoos in late 2020 and has since spent nearly 40 hours completing the task.
The revelation might not be surprising to fans who are familiar with Von D's life changes in recent years. Von D purchased a Vevay, Indiana, home in 2020, closed her Los Angeles tattoo shop in 2021, and made the move permanent after selling her California mansion in 2023.
You can remove a blackout tattoo. Contrary to popular belief, black ink is easier to remove than other colors. That said, the size of the tattoo and how deep the ink has penetrated the skin can make it harder to remove.
A source close to Kat von D has stated that the star has recently taken to ordering wigs to disguise her hair loss. Comments from von D's friends suggest that she is now caught in a vicious cycle. 'The stress of losing her hair is only stressing her out more and making it worse,' said one.
"I'm not as thrilled about it as I was in my twenties per se, but I still love it and I still want to be able to do it," Von D remarked in an interview with music producer Alex Crescioni. "I just know I don't want to do it as a job."
In January 2020, KVD Beauty's public relations firm announced that Kat Von D had sold her shares of the company to the brand's parent, Kendo, the beauty incubator owned by LVMH Moët Hennessy Louis Vuitton. Kat subsequently distanced herself from the brand to pursue other creative interests.
Von D, 30, also has the name of her ex-husband, Oliver Peck, etched onto her neck, at least 10 tattoos about ex-boyfriend Alex Orbison (son of the late Roy Orbison), and a "J" on her ankle she got as a teen for her first love, a boy named James.
She owns her makeup line with Sephora and created the Musnik Tattoo Conventuon, as well as the a Musnic Festival in 2008. Between all her career earnings, Forbes estimates that Kat Von D is worth a reported $20 million.
People cover up old tattoos for a variety of reasons, such as that the tattoos were references to relationships that have ended, the tattoos were nonconsensual, or the tattoos relate to gangs or hate speech. Cover-ups after breakups have received particular attention due to high-profile cases involving celebrities.
The process to get a blackout tattoo depends upon the size, shape and location, but it can take multiple visits to the tattoo parlor, with each session lasting several hours. The one below, a blackout sleeve, seems to have taken about a dozen sessions of two to three hours.
Introduction: My name is Tish Haag, I am a excited, delightful, curious, beautiful, agreeable, enchanting, fancy person who loves writing and wants to share my knowledge and understanding with you.
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