Kat Von D on Makeup Brand’s Vegan Reformulation: “It was surprisingly easy”
Many fans of Kat Von D and her makeup company Kat Von D Beauty were delighted to hear about the decision made last year to reformulate the entire brand to be 100% vegan.
In a recent interview with Byrdie, Von D sheds some light on the process, stating:
“It was surprisingly easy in some ways. It was time-consuming, and it took energy and money, of course, but I think there aren’t enough people who are trying. I’m only making it easier for other brands to be able to follow—hopefully that’s the case.”
In terms of substitutes for common animal-based ingredients, the makeup and tattoo artist stated that cheaper options were found that “actually outperform the animal-based ones,” adding:
“For example, carmine, which is responsible for a lot of beautiful red and purple shades, we found substitutes in beets, and the payoff was way better. We were able to still match colors and find more, so it’s great. Same with beeswax. For beeswax, we have a really great synthetic replacement that was derived from sunflowers. On an environmental level, of course, it’s great. On a vanity level, it’s great—you’re still getting the same quality, if not better—and then on an ethical level, it’s amazing.”
Von D, who is also set to launch a vegan shoe line later on this year, ended the interview asking:
“If I can inspire people to be more conscious of how they vote with their dollar, that’s great. If I can inspire other brands—because we’re outselling so many big brands—it’s like, if I can do it, what’s your excuse?”
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Photo Credit: www.people.com
