Kat Von D says she wishes her former makeup line would remove her initials from its brand altogether
- Kat Von D's former makeup brand is rebranding for a second time in two years, now called KVD Beauty.
- Von D said in an Instagram comment that she's no longer associated with the brand.
- She also said she wishes the company would stop using her initials moving forward.
Kat Von D's former makeup line is rebranding for the second time in two years - and the celebrity tattoo artist doesn't seem to be a fan of the change.
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.
"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.
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.
She later said during an appearance on the "Second Life" podcast in January 2020 that her decision was influenced by the beauty industry becoming "a culture thing" filled with influencers who tell you what to buy and how to look to "be cool."
"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.