KAT VON D Go Big or Go Home Mascara - Full Size 0.33 oz

Product Information

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The brand announced in a press release on January 16 that founder and owner Kat Von D is stepping away, effective immediately, and will no longer be involved in any capacity. Celebrating fearless individuality, creativity, and leading the cruelty-free makeup movement, KVD Beauty is a bold and brilliant choice for artists, makeup lovers and revolutionaries everywhere. Kendo, the beauty incubator responsible for Marc Jacobs Beauty, Bite Beauty, Ole Henriksen, and more, is now the brand's sole owner. 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.I like thick, long lashes—we're talking falsie-level big—and after a few swipes, this wasn't doing it. But we stand for more than just performance: As a vegan makeup brand, our makeup is and always will be 100% vegan and cruelty-free. Good Apple Foundation Balm lit up social media with its instantly iconic, lightweight full coverage. 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. Fiercely proud of their 100% vegan and cruelty-free ethos, none of KVD’s ingredients or products are *ever* tested on animals.

Discover your new go-to shades, explore online exclusive shades, and experience the new and evolved hyper-lightweight formula firsthand.It personally takes more swipes than I'd like (I think that's because the formula is drier), but the trade-off is it doesn't smudge under your eyes. When applying, use very light pressure for fine, exact lines (perfect for creating sharp cat eyeliner wings). Like with any new mascara, swirl the brush around inside the tube before use to make sure it’s nice + saturated with the mascara formula.

Born in an iconic tattoo studio, rooted in a dream of unrestrained beauty with a nonconformist and fearless spirit, we started a revolution with tattoo-inspired makeup and limitless creativity. Aqua/water/eau, hydrogenated olive oil stearyl esters, stearic acid, acrylates/ethylhexyl acrylate copolymer, helianthus annuus seed cera/helianthus annuus (sunflower) seed wax, oryza sativa cera/oryza sativa (rice) bran wax, polybutene, ricinus communis seed oil/ricinus communis (castor) seed oil, polyglyceryl-3 rice branate, propanediol, glyceryl stearate, c18-36 acid triglyceride, polyvinyl stearyl ether, aminomethyl propanediol, phenoxyethanol, hdi/trimethylol hexyllactone crosspolymer, methyl methacrylate crosspolymer, sodium dehydroacetate, ethylhexylglycerin, laureth-21, iron oxides (ci 77499). The reason for Von D's departure, according to the release, is that she's devoting more time to other creative endeavors such as her music and recently minted vegan shoe brand, Von D Shoes. Lengthwise it didn't add too much to my itty-bitty lashes, which, paired with the extreme volume, can look a little clumpy.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.

According to the company, the KVD initials in its name and branding now stand for Kara, Veritas, and Decora — or Value, Truth, and Beauty. Von D replied, saying she no longer has a connection to the brand and wishes they wouldn't use her initials going forward.Inspired by tattoo artistry, KVD Beauty boasts an unbeatable selection of vegan, high-performance makeup. As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity. That’s why the Internet was so excited that another option would be joining the party when Kat Von D announced it would be dropping a new mascara, Go Big or Go Home. According to a press representative for the brand, Von D's departure won't have much effect on the rest of the brand's current staff or its creative processes. 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.