<ul class="summary-list"><li>I recently tried three high-end concealers that TikTokers can't get enough of.</li><li>I chose ones from <keyword id="13431997" type="UNKNOWN" weightage="60" keywordseo="nars-cosmetics" source="Orion">NARS Cosmetics</keyword>, Kosas, and <keyword id="13431998" type="UNKNOWN" weightage="60" keywordseo="kvd-beauty" source="Orion">KVD Beauty</keyword>.</li></ul><p>Like many <a href="https://www.insider.com/category/beauty">beauty</a> fans, I can never get enough <a href="https://www.insider.com/category/concealer">concealer</a>.</p><p>I wear the product almost every day and <a href="https://www.insider.com/selena-gomez-rare-beauty-makeup-brand-review#i-applied-the-product-using-rare-beautys-liquid-touch-concealer-brush-and-enjoyed-how-it-concealed-and-brightened-my-skin-7">have experimented with dozens of formulas</a> over the years. That said, I almost always stick to drugstore options, <a href="https://www.insider.com/review-tiktok-popular-concealers-photos-2022-3">like my favorite $6 concealer from e.l.f. Cosmetics</a>. I find that inexpensive face <keyword id="11993268" type="UNKNOWN" weightage="60" keywordseo="makeup" source="Orion">makeup</keyword> often works great, and costs a third of the price of high-end options.</p><p>Still, I'm always a bit curious about the fancy concealers I see in the aisles of Sephora and Ulta <keyword id="11915641" type="UNKNOWN" weightage="100" keywordseo="beauty" source="Orion">Beauty</keyword>. So I recently turned to <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword>, found three of the most popular high-end concealers on the market, and put them to the test.</p><h2>I tried 3 concealers that cost between $28 and $30 each</h2><p>The concealers I tried — <a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fkosas.com%2Fcollections%2Fbestsellers%2Fproducts%2Frevealer-concealer" rel="nofollow sponsored">Kosas' $28 Revealer concealer</a>, <a href="https://go.skimresources.com?id=35871X943606&amp;xs=1&amp;url=https%3A%2F%2Fwww.kvdveganbeauty.com%2Fface%2Fconcealer%2Fgood-apple-lightweight-full-coverage-concealer%2F20055.html%3Fdwvar_20055_color%3D2107L">KVD Beauty's $28 Good Apple concealer</a>, and <a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.narscosmetics.com%2FUSA%2Fradiant-creamy-concealer%2F999NACRCC0001.html" rel="nofollow sponsored">NARS Cosmetics' $30 Radiant Creamy concealer</a> — constantly appear on my TikTok For You Page. </p><p>You can find all three options at <a href="https://shop-links.co/cgR47O4P0RA" rel="nofollow sponsored">Sephora</a> and on the brand's respective websites, and <a href="https://shop-links.co/cgR48xDZ4kR" rel="nofollow sponsored">Ulta Beauty</a> also carries the KVD and NARS options.</p><div type="image" title="Three high-end concealers from Kosas, Nars, and KVD Beauty." height="2000" width="1500" msid="90362382" hostid="261"></div><p>I used each of the three concealers multiple times over the course of a week, and applied them over the same set of products: a vitamin C serum, a moisturizer with sunscreen, and foundation. I then set them lightly with a loose powder.</p><h2>I found a lot to like about KVD Beauty's <keyword id="13294336" type="UNKNOWN" weightage="60" keywordseo="concealer" source="Orion">concealer</keyword>, but it didn't suit my dry skin</h2><p>The concealer is sold in 32 shades and is said to be both lightweight and full coverage. The concealer did feel weightless and comfortable on my skin, and I absolutely loved its applicator: a rounded doe-foot wand that was designed to mimic the shape of a fingertip, <a href="https://www.kvdveganbeauty.com/face/concealer/good-apple-lightweight-full-coverage-concealer/20055.html?dwvar_20055_color=2107L">according to KVD Beauty's website</a>.</p><p>That said, I wasn't a fan of this concealer's coverage. It enhanced the blemishes I had, clung to dry spots on my face, and was more matte than hydrating like the brand promises. Because of that texture, it reminded me a lot of <a href="https://www.insider.com/kvd-beauty-good-apple-foundation-dry-skin-photos-review-2021-4">the brand's TikTok-famous foundation balm</a>.</p><p>Ultimately, this concealer isn't for my dry skin, but I can see why others may enjoy it — especially those who lean more on the oily side.</p><div type="image" title="The KVD Beauty concealer wand (left), and close-ups of the concealer on skin (right)." height="2048" width="2048" msid="90362383" hostid="261"></div><h2>I had a bit more luck with Kosas' concealer, but couldn't get past the product's scent</h2><p>Kosas' Revealer concealer is sold in 28 shades, and is said to leave your skin brightened, plump, and covered with a medium coverage. It also doubles as an eye cream that helps your skin improve over time, <a href="https://kosas.com/collections/bestsellers/products/revealer-concealer">according to the brand</a>.</p><p>In my experience, the former definitely seemed to be true. The concealer quickly evened my skin tone and left a shining glow. It also felt hydrating and made my cheeks look plumper than they were before. </p><p>Unfortunately, the scent of this concealer made me never want to use the product again. From the second I opened the tube, I noticed a heavy smell that reminded me of old-school powders and perfume. Some people on TikTok, however, have <a href="https://www.tiktok.com/@rawmakeup/video/7050934022209342726?is_from_webapp=1&amp;sender_device=pc&amp;web_id=7024152139971560966">compared the scent to blue cheese</a>.</p><p>Many beauty lovers rave about this product, so the scent might not bother everyone. But for me, I found it too strong to wear every day, no matter how nice the concealer made my skin look.</p><div type="image" title="Reporter Amanda Krause wears Kosas's Revealer concealer." height="2000" width="1500" msid="90362384" hostid="261"></div><h2>My favorite product of the three I tried is NARS' Radiant Creamy concealer</h2><p>Sold in 30 shades, NARS' concealer is a classic beauty staple that's beloved by <a href="https://www.teenvogue.com/story/celeb-makeup-artist-concealer-picks">celebrities</a> and <a href="https://www.temptalia.com/product/nars-cosmetics-radiant-creamy-concealer/">beauty fans</a> alike. It's said to be brightening, creamy, and long-lasting, with a medium-but-buildable coverage.</p><p>When I first applied the concealer to my face, I was impressed by how luxurious it felt. The concealer was lightweight, smooth, and easy to blend, in my experience, and instantly brightened my under-eye area. I also thought it did a great job covering my blemishes, from scars and discoloration to cystic acne.</p><p>I grew to like the concealer so much that I even started wearing it with only skin-care products and a color-corrector underneath. The result is bright, shiny skin that doesn't look or feel like I have tons of makeup caked on.</p><div type="image" title="Reporter Amanda Krause wearing skin-care products (left) and her with concealer on top (right)." height="2048" width="2048" msid="90362385" hostid="261"></div><p>After a week of using the three concealers, I was slightly disappointed in this set of TikTok recommendations. The concealers from KVD Beauty and Kosas had their benefits, but I personally wouldn't purchase them again — especially not for $28 each.</p><p>However, I am happy that I finally tried NARS' famous concealer, and would happily splurge $30 on it again in the future.</p>

I tried 3 high-end concealers that TikTokers love, and I'd only buy one again

<ul class="summary-list"><li>KVD Beauty has replaced the cult-favorite Everlasting Liquid Lipsticks created by Kat Von D.</li><li>The new ones are said to be more comfortable, and don't feature Von D's artwork on the packaging.</li></ul><p>The cult-favorite Everlasting Liquid Lipsticks created by <a href="https://www.insider.com/category/kat-von-d">Kat Von D</a> have officially been replaced.</p><p><a href="https://www.insider.com/kvd-beauty-good-apple-foundation-dry-skin-photos-review-2021-4">KVD Beauty</a>, the makeup brand that is <a href="https://www.insider.com/why-its-good-that-kat-von-d-sold-beauty-brand-2021-4">no longer affiliated with the controversial tattoo artist</a>, announced on Sunday that it's given the popular lip products — which were one of the first long-wear, liquid lipsticks to hit the market — a complete makeover.</p><p><a href="https://kvdveganbeauty.com/products/everlasting-hyperlight-transfer-proof-liquid-lipstick?variant=43092843856094">The $22 products</a> are now called Everlasting Hyperlight Liquid Lipsticks, and they've been repackaged in simple tubes without <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10">Von D's name or famous tattoo-style illustrations</a>. </p><p>The new lipstick formula is also said to be more comfortable than the previous version.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/ChdLkwqBwsJ" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>KVD Beauty is currently selling 21 shades of the new lipstick, all of which <a href="https://www.instagram.com/p/Chiel2IvF2u/?utm_source=ig_web_copy_link">match colors that were previously featured</a> in the Everlasting Liquid Lipstick line.</p><p>The names of the shades, however, have been changed. <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#von-d-and-her-brand-faced-backlash-in-2013-and-2015-after-it-released-lipsticks-with-controversial-shade-names-13">The controversially-named "Lolita" lipstick</a>, for example, is now called "Queen of Poisons."</p><p>The mauve shade has long been a fan favorite, though its original name has been the source of backlash. Some fans suggested it was inspired by famous literature, while others argued that, because it was launched in a collection called "Fetish" <a href="https://www.eonline.com/news/637655/kat-von-d-won-t-drop-lipstick-from-her-line-speaks-out-about-controversy-this-is-not-an-apology">alongside lipsticks named "Underage Red"</a> and "Misfit," <a href="https://www.reddit.com/r/BeautyGuruChatter/comments/9xq821/kat_von_d_underage_red_lip_shade_scandal_and/">they felt the "Lolita" name glorified abusive relationships and grooming</a>.</p><p>The new lipstick names, according to a press release sent to Insider, are inspired by "poisonous plants and bizarre blooms."</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/Chiel2IvF2u" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>Finally, in place of Von D, KVD Beauty has tapped a new, tattooed celebrity to promote the line: <a href="https://www.instagram.com/p/ChlHsuAhRm8/?utm_source=ig_web_copy_link">Paris Jackson</a>.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/Chdd5sXuAcA" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>Von D announced in January 2020 that <a href="https://www.insider.com/kat-von-d-sold-namesake-makeup-brand-2020-1">she'd sold her shares of her former makeup line</a>, which she first created in 2008.</p><p>She said she wanted to focus on other ventures — including her designer shoe line and music career — and being a mom. The former makeup mogul also partially <a href="https://www.insider.com/kat-von-d-beauty-influencers-2020-1">blamed influencers for changing the beauty industry</a>.</p><p>In March 2021, <a href="https://www.insider.com/kat-von-d-makeup-brand-name-2021-3">Von D expressed her wish for KVD Beauty to remove her initials from its brand altogether,</a> saying in an Instagram comment: "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. ❤️"</p><p>KVD Beauty has not publicly announced any plans to do so, but it has slowly started phasing out the products created while Von D was still involved in the brand. Any remaining items are <a href="https://kvdveganbeauty.com/products/studded-kiss-creme-lipstick?variant=42633854517470">now being sold on clearance</a>.</p><p>Representatives for Kat Von D did not immediately respond to Insider's requests for comment.</p>

KVD Beauty has replaced its cult-favorite lipsticks that were originally created by Kat Von D

<ul class="summary-list"><li>We test some of the most-hyped products of March.</li><li>The hits are <a href="https://bit.ly/3sKCx8p">KVD Beauty Good Apple Foundation Balm</a> and the <a href="https://seph.me/2PF6AzC">Huda Beauty #BombBrows Brow Pencil. </a></li><li>The <keyword id="10017604" type="UNKNOWN" weightage="60" keywordseo="colourpop">Colourpop</keyword> Serum Blush was a miss due to how easily it removed foundation and how sheer it was.</li></ul><p><em>Following is a transcript of the <keyword id="21654" type="COMPANY" weightage="60" keywordseo="video">video</keyword>.</em></p><p><strong>Nico Reyes: </strong>There are so many new <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> products being released all the time, so we gathered some of the most hyped to test for ourselves.</p><p>We're starting off strong with the <keyword id="11234146" type="UNKNOWN" weightage="60" keywordseo="kvd">KVD</keyword> Beauty Good Apple Skin-Perfecting Foundation Balm. This is the first KVD product I've seen hyped in about five years and the first one I've tried since the rebrand. This foundation looks incredible on the skin. Like, my skin really did look perfected and healthy, and it's definitely buildable, so you can get whatever coverage you want from it. However, as an oily person, I gotta say this was not meant for us. Which, like, with "balm" in the name, you probably didn't need me to tell you that. Here's what I looked like at the end of the day. I looked like a greasy little piggy. Dry-skinned people, you need this.</p><p>Next up we got the Kiss Eyebrow Top Coat, which is exactly what it says. It's a long-wearing topcoat for your brows. It felt really weird to paint this on my brows, but I did it. And it actually is smudge-proof, for the most part. Like, I was rubbing hard, and I saw barely any transfer. The waterproof claim was also true. Here's what they looked like before I showered, and here's what they looked like after. Literally no change. And of course I had to see if the 24-hour claim was true, so I went to bed wearing the brow topcoat. And even though they didn't look 100% perfect the next day, I do think this made my brow product last so much longer.</p><p>[sighs] Oh, boy, here we go. The Colourpop Cheek Dew Serum Blush. I am devastated that this was not as good as I wanted it to be. So, I applied foundation to the right side of my face and left the left side bare, just in case it performed better on one side rather than the other. And I do think it performs slightly better on bare skin. It's just a very oily texture that didn't seem to blend well on top of foundation. And since the color is so sheer, I had to apply more, which made my foundation move around, and it was just a mess. If you want a better alternative to something like this, I'd go for the Em Cosmetics Color Drops Serum Blush.</p><p>I am not a body-foundation kind of person, so I was nervous to try the <keyword id="3034509" type="PERSON" weightage="60" keywordseo="Fenty-Beauty">Fenty Beauty</keyword> Body Sauce Body Luminizing Tint. It's basically like a shimmery body tint, so it adds a bit of color. I definitely needed a lighter shade, but this product actually performed way better and less messy than I thought it would. I preferred applying it with my Fenty face and body brush, but hands are fine too. I thought the glow it gave my skin was really pretty, and it didn't feel sticky, which I know a lot of people hated about the Fenty Body Lava, which is a similar body product. It did dry down and felt lightweight on the skin, and it said it was transfer-resistant, so I tried wiping it with a paper towel, and there was some transfer but nothing too terrible. I was very intrigued to try this <keyword id="4587991" type="PERSON" weightage="60" keywordseo="brow-pencil">brow pencil</keyword>.</p><p>This is the <keyword id="4732423" type="PERSON" weightage="60" keywordseo="Huda-Beauty">Huda Beauty</keyword> #BombBrows Microshade Brow Pencil, which supposedly has the thinnest tip on the market. Here's how thin a brow stroke is with this pencil compared to my regular one. I really liked this. I kind of like how the body of the pencil has this, like, diamond shape. I felt like it was very easy to hold and maneuver in my hand, and it also feels more expensive than it is. It's one of the cheaper high-end brow pencils, at just $17. But here's the thing: I think for the amount of pressure I normally apply, the thin microfine point is just super fragile. Like, I broke it more than once. So maybe there's a reason that there aren't more brow pencils with these extra-thin tips, but I do like how this made my brows look.</p>

5 most-hyped beauty products from March

<ul class="summary-list"><li><keyword id="11063342" type="UNKNOWN" weightage="60" keywordseo="kvd-beauty">KVD Beauty</keyword>'s Good Apple Skin-Perfecting <keyword id="142144" type="CITY" weightage="60" keywordseo="Foundation">Foundation</keyword> Balm is a fan-favorite <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> product.</li><li>I tried the foundation and really disliked how it enhanced the dryness of my skin.</li><li>Though I wouldn't recommend this product, I commend the brand for being innovative.</li></ul><p><a href="https://insider.com/category/kat-von-d">Kat Von D's</a> former <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> brand entered 2021 as <a href="https://www.insider.com/how-kat-von-d-makeup-will-change-2020-1">KVD Vegan Beauty</a>.</p><p>The company <a href="https://www.insider.com/kvd-beauty-makeup-brand-changes-2021-3">has since rebranded</a> and launched its first two products after the tattoo artist famously <a href="https://www.insider.com/kat-von-d-sold-namesake-makeup-brand-2020-1">sold her shares</a> of the brand. Today, <a href="https://www.insider.com/why-its-good-that-kat-von-d-sold-beauty-brand-2021-4">the company is seemingly thriving</a> - largely thanks to the success of its new Good Apple Skin-Perfecting Foundation Balm.</p><p>After waiting weeks for the foundation to be restocked, I finally got my hands on one. Unfortunately, after trying the balm for a few days, I almost wish I hadn't.</p><h2>KVD Beauty's Good Apple Skin-Perfecting Foundation Balm <a href="https://www.kvdveganbeauty.com/face/foundation/good-apple-skin-perfecting-foundation-balm/20050.html">retails for $38</a></h2><p>The foundation balm - made with apple extract -  is sold in 40 shades. It's 100% vegan, according to the brand's website, and is meant to feel lightweight and look matte on the skin. It's also supposed to last "all day," apply "fast," and provide full coverage.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CNI-qq5sxbb" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>KVD Beauty recommends applying the makeup with a brush or sponge in patting motions. You can also use your fingers "to spot conceal," according to the brand.</p><p>Once you've finished using the entire compact, its outer packaging and clear container can be recycled.</p><h2>I used the foundation four days in a row and had a disappointing experience each time</h2><p>When I purchased the foundation on KVD Beauty's website, most shades were sold out. And out of the three shades I was considering, only the lightest - <a href="https://www.sephora.com/product/kvd-vegan-beauty-good-apple-skin-perfecting-foundation-balm-P469488?skuId=2420198">Light 002</a> - was available. Though it's a bit too pale to be a perfect match for me, it still works with the help of some blush and bronzer.  </p><p>I used a Beautyblender sponge the first day I tried it and wasn't blown away by the foundation's coverage. I found it difficult to blend, and I noticed some of my worst acne and dry spots poking through.</p><div type="image" title="kvd_beauty_foundation_balm_review" height="1163" width="1092" msid="82005323" hostid="261"></div><p>That being said, I still understood that day after completing my makeup why <a href="https://www.dailymail.co.uk/femail/article-9418939/TikTok-beauty-lovers-wild-38-KVD-Beauty-foundation.html">people on TikTok can't get enough of the balm</a>. At first, my skin looked smooth and almost blemish-free.</p><p>But when I stepped closer to my mirror, I noticed the foundation was clinging to dry spots on my chin and forehead. It also looked extremely patchy around my nose and settled into every fine line across my cheeks.</p><div type="image" title="kvd review" height="900" width="900" msid="82005324" hostid="261"></div><p>The next day, I applied the foundation with a dense brush on top of a thicker moisturizer in the hopes of combating those dry patches. Though the makeup's coverage was much better and smoother as a result, I experienced the same dryness and creasing as the day went on.</p><p>I also found that if I touched my face even slightly, the foundation would move, break apart, and need touch-ups.</p><div type="image" title="kvd_foundation_before_after" height="900" width="1200" msid="82005326" hostid="261"></div><p>For the third and fourth days of my <keyword id="45374" type="CITY" weightage="60" keywordseo="Review">review</keyword>, I continued to use a brush to apply the foundation. I also experimented with different moisturizers and primers underneath, and I tried using my fingers to apply the product as a spot corrector.</p><p>Again, I liked the overall look of the foundation - but only from a distance. Up close, I could see dryness on my forehead and chin, and creasing near my eyes.</p><div type="image" title="kvd foundation dry skin" height="900" width="900" msid="82005327" hostid="261"></div><p>Despite all my troubles with the foundation, I'm happy to report that it held up relatively well each day that I wore it. It kept my face matte and smooth after running errands and taking walks, and it didn't transfer much to the face masks that I wore.</p><p>I also loved how it paired with other makeup and gave the appearance of "skin that looks like skin," <a href="https://www.kvdveganbeauty.com/face/foundation/good-apple-skin-perfecting-foundation-balm/20050.html">as the brand promises</a> - albeit <keyword id="120454" type="PERSON" weightage="60" keywordseo="dry-skin">dry skin</keyword>.</p><p>The compact itself is also really beautiful, in my opinion, and I appreciate how it's entirely recyclable - something I think other brands should take note of. </p><h2>I wouldn't recommend this foundation unless you already have flawless skin</h2><p>I really wanted to love this foundation balm, but I just didn't. As someone with very dry skin, I found that this product's matte finish really clings to dry spots, and is overall difficult to work with.</p><p>While it feels like a balm in the compact, it applies on the skin more like a pot concealer that isn't meant to spread all over your face. And even when used as one, in my experience, it didn't cover my blemishes without settling into their fine lines and drying them out.</p><p><a href="https://www.tiktok.com/@lisa.chambers/video/6945440316732230918?lang=en&amp;is_copy_url=0&amp;is_from_webapp=v1&amp;sender_device=pc&amp;sender_web_id=68913339589369543741333958936954374">Based on reviews I've seen</a>, it seems like the foundation doesn't work much better for oily skin. It seemingly becomes cakey throughout the day and looks greasy overall.</p><p>If you have slightly dry skin, and you want something that stays matte in the summer, this might work for you. But overall, it seems like you'd need to have relatively "perfect" skin that's not too dry or too oily for this to really work.</p><p>Still, I give KVD Beauty credit for trying to create something innovative, and though this particular product didn't work for me, I'm excited to see what the brand comes up with in the future.</p><p><em>This is an opinion column. The thoughts expressed are those of the author(s).</em></p>

I tried the popular KVD Beauty foundation balm, and I wouldn't buy it again

<ul class="summary-list"><li><keyword id="461155" type="PERSON" weightage="60" keywordseo="Kat-Von-D">Kat Von D</keyword> sold her shares of her namesake <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> brand in 2020.</li><li><keyword id="11063342" type="UNKNOWN" weightage="60" keywordseo="kvd-beauty">KVD Beauty</keyword> is now thriving, proving that Von D's absence has greatly benefited the brand.</li><li>Now the brand can actually become inclusive, sustainable, and trustworthy for beauty fans.</li></ul><p>There was a time when <a href="https://insider.com/category/kat-von-d">Kat Von D</a> and her namesake beauty brand ruled the <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> world, from Sephora shelves to YouTube videos.</p><p>More recently, however, the company and its tattoo-artist founder have essentially become taboo in the beauty industry. Influencers stopped reviewing Kat Von D products after <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#von-d-and-her-brand-faced-backlash-in-2013-and-2015-after-it-released-lipsticks-with-controversial-shade-names-13">a slew of scandals</a>, and consumers claimed to boycott the brand in response to Von D's <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#that-same-year-her-friendship-with-star-came-to-an-end-creating-one-of-the-biggest-feuds-in-the-online-beauty-community-to-date-16">feuds</a> and <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#shortly-after-their-wedding-von-d-was-met-with-backlash-in-response-to-an-instagram-post-where-she-said-she-wouldnt-vaccinate-her-then-unborn-child-19">controversies</a>. </p><p>The tattoo artist ended up <a href="https://www.insider.com/kat-von-d-sold-namesake-makeup-brand-2020-1">selling her shares of her beauty brand</a> to Kendo in January 2020. At the time, Von D said she could no longer raise her child and manage her multiple business ventures "at the maximum capacity" while still being a part of the company. She clarified in her Instagram post that the company would rebrand and call itself KVD Vegan Beauty going forward.</p><p>More than one year later - and despite its rocky past - <a href="https://www.insider.com/kvd-beauty-makeup-brand-changes-2021-3" target="_blank" rel="noopener noreferrer">KVD Beauty</a> seems to be making a comeback. And it's no coincidence that this is occurring now that Von D is out of the picture.</p><h2>Kat Von D's controversial history negatively affected her company</h2><p>She first entered the beauty industry <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#she-entered-the-beauty-industry-in-2008-as-part-of-a-deal-with-sephora-9">in 2008</a> as part of a deal with Sephora. They originally agreed to collaborate on a limited-edition makeup collection, but later released a permanent line that she led for 11 years. </p><p><a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#von-ds-brand-quickly-became-a-favorite-among-makeup-enthusiasts-and-beauty-influencers-10">The company was initially successful</a>, and was once described by Kendo as one of its top-selling brands.</p><img src="https://i.insider.com/606b6595a7d803001963ecee?format=jpeg" alt="kat von d" height="1199" width="1599" /><p>But only a few years after forming, the Kat Von D company began to face backlash - most notably for giving lipsticks offensive and controversial names, like "<a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#von-d-and-her-brand-faced-backlash-in-2013-and-2015-after-it-released-lipsticks-with-controversial-shade-names-13">Celebutard</a>" in 2013 and "<a href="https://www.businessinsider.com/sephora-and-kat-von-d-are-selling-underage-lipstick-2015-3">Underage Red</a>" in 2015.</p><p>After Sephora pulled the first shade, <a href="https://www.huffpost.com/entry/celebutard-lipstick-sephora_n_4233966">Von D reportedly responded to the backlash</a> on Twitter, writing: "At the end of the day, it's just a f---ing lipstick." And in response to criticism surrounding the latter lipstick, Von D stood by its name and said she "refused" to apologize, change it, or "sacrifice" her "integrity and creative freedom."</p><div type="image" title="kat von d lipstick" height="2000" width="1333" msid="81955878" hostid="261"></div><p>Not long after that, Von D's personal controversies began to intertwine with her brand.</p><p>First, she had <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#that-same-year-her-friendship-with-star-came-to-an-end-creating-one-of-the-biggest-feuds-in-the-online-beauty-community-to-date-16">a major falling-out with Jeffree Star in 2016</a>, which led fans to take sides and support only one makeup mogul or the other.</p><p>She then faced one of her biggest controversies to date in 2018 after <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#shortly-after-their-wedding-von-d-was-met-with-backlash-in-response-to-an-instagram-post-where-she-said-she-wouldnt-vaccinate-her-then-unborn-child-19">saying she wouldn't vaccinate her then-unborn child</a>. Though Von D has since said she's "not an anti-vaxxer at all," the vaccine backlash led to more outrage, including the recirculation of <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#the-vaccine-backlash-led-to-the-recirculation-of-claims-that-von-d-and-her-husband-are-anti-semitic-20">claims that Von D and her husband Leafar Seyer are anti-Semitic</a>.</p><p>Some people argued at the time that criticism against Von D's stance on vaccinations was hypocritical when <a href="https://forward.com/schmooze/403064/makeup-mogul-kat-von-d-blasted-for-anti-vaxx-where-was-the-anger-when-she/">the same was not shared in response to past claims of her being anti-Semitic.</a></p><p>Such controversies led many consumers to stop purchasing items from the tattoo artist's brand. Some even replaced their favorite Kat Von D products with ones from other brands.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-cam / ACAB  (@damnitcameron) <a href="https://twitter.com/mims/statuses/755396291400572928?ref_src=twsrc%5Etfw">July 19, 2016</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-Brie_acnh  (@zen_aestheticss) <a href="https://twitter.com/mims/statuses/755287944613728256?ref_src=twsrc%5Etfw">July 19, 2016</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-lixy ☾⁺₊  (@hellolixy) <a href="https://twitter.com/mims/statuses/1011338371359076352?ref_src=twsrc%5Etfw">June 25, 2018</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-Jeremy Bearimy  (@colddarkearth) <a href="https://twitter.com/mims/statuses/757772717646950400?ref_src=twsrc%5Etfw">July 26, 2016</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-al ♡  (@aintalliee) <a href="https://twitter.com/mims/statuses/1004953072119042048?ref_src=twsrc%5Etfw">June 8, 2018</a></blockquote><p>Many beauty fans also called on influencers to do the same.</p><p>When YouTubers and Instagram creators were seen publicly using Kat Von D products, they were often shamed. <a href="https://www.revelist.com/beauty-news-/kat-von-d-supporters-reddit/15664/one-redditor-also-pointed-out-that-evaluating-influencers-who-still-use-kat-von-d-products-isnt-a-black-and-white-process/9">Redditors even created a blacklist of influencers who seemingly supported the brand</a>.</p><h2>KVD Beauty can now be the brand that beauty fans want it to be</h2><p>In early March, <a href="https://www.insider.com/kvd-beauty-makeup-brand-changes-2021-3">KVD Beauty relaunched</a> for a second time with an updated brand name, sleek aesthetic, and a new product called the <a href="https://www.sephora.com/product/kvd-vegan-beauty-good-apple-skin-perfecting-foundation-balm-P469488">Good Apple Skin-Perfecting Foundation Balm</a>.</p><p>The foundation captured the attention of the online beauty community and quickly became a fan favorite. <a href="https://www.dailymail.co.uk/femail/article-9418939/TikTok-beauty-lovers-wild-38-KVD-Beauty-foundation.html">TikTok users can't get enough of it</a>, and the foundation is constantly sold out.</p><p>The reaction to the foundation is arguably unlike any the brand has seen in years.</p><div type="image" title="kvd foundation" height="1322" width="2412" msid="81955879" hostid="261"></div><p>The success of KVD Beauty's newest product is partially the result of viral videos about the foundation - a factor that likely wouldn't have been possible while Von D was at the helm of the brand.</p><p><a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#she-later-said-influencers-were-partially-to-blame-for-her-leaving-the-industry-24">Von D has been outspoken against influencers</a> in the past, even suggesting in 2020 that they were one of the reasons why she left the beauty industry.</p><p>"I don't think half of those influencers are on-brand," <a href="https://www.racked.com/2017/12/12/16763338/kat-von-d-beauty-sephora">she told Racked in 2017</a>. "We don't repost them. I don't really relate to them. I'd rather pick people with smaller follower counts that I actually admire and that are cool and that are different, you know?"</p><p>Some influencers were equally bothered by Von D. Many of them phased her beauty products out of their social-media posts in past years as her controversies piled up, with some making dedicated videos to denouncing her brand. </p><iframe width="560" height="315" src="https://www.youtube.com/embed/VPWt6EEYe2o" frameborder="0"></iframe><p>Now, however, many influencers and beauty fans feel comfortable openly supporting the brand again. Not only is the brand gaining tons of free press via its viral videos, but it's returning that support by reposting fan photos and influencer videos on Instagram - something Von D said she wouldn't do.</p><p>Even <a href="https://www.instagram.com/p/CM77_ZQsU8k/?utm_source=ig_web_copy_link">Lil Nas X wore KVD Beauty</a> products in his recent music video, which has been viewed nearly 95 million times at the time of writing.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CMqWaWElehc" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>The Good Apple foundation is also innovative. Before leaving the brand, Von D seemed to be losing interest in makeup. Her company continued to ride the success of its famous eyeliner and contour palettes, while Von D seemingly prioritized her <a href="https://www.instagram.com/p/B5BGIeNlRUu/?utm_source=ig_web_copy_link">vegan shoe line</a> and <a href="https://www.instagram.com/p/B7EId_bFz2J/?utm_source=ig_web_copy_link">album recording</a>. </p><p>Now, however, it seems that KVD Beauty is ready to move past Von D's decade-old products and create more unique items.</p><p>That's not to mention that the foundation is sold in a wide variety of shades and packaged in fully recyclable material - proving that the brand serious about <a href="https://www.kvdveganbeauty.com/about-kvd">its promises to be sustainable and fight for equity and inclusivity</a>.</p><p>While Von D is credited with creating <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#von-ds-brand-quickly-became-a-favorite-among-makeup-enthusiasts-and-beauty-influencers-10">one of the first long-lasting matte lipsticks</a>, her brand followed more trends than created new ones in her final years with the company. And though she did release expansive shade ranges for various products, inclusivity was not a staple of the company. Instead, the brand was actually criticized for sharing <a href="https://fierce.wearemitu.com/the-beatdown/did-kat-von-ds-beauty-brand-repost-a-promo-referencing-hard-work-and-a-cotton-field/">racist social-media posts in the past</a>.</p><p>The tattoo artist was also <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#she-announced-that-shed-make-her-cosmetics-line-vegan-in-2016-15">focused on making her products entirely vegan in 2016</a> but <a href="https://www.beautypackaging.com/issues/2019-04-01/view_features/sustainable-packaging-why-green-is-on-everyones-lips/">waited until 2019</a> to launch sustainable packaging.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CL91dZvHne5" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>It should be noted that Von D did accomplish some great things while leading the brand. She often made <a href="https://vegnews.com/2016/12/kat-von-d-raises-200k-to-benefit-lab-chimps">donations to various animal-rights organizations through makeup sales,</a> and she's been applauded for creating a space within the beauty community that caters to people with unconventional styles.</p><p>Still, Von D's philanthropic efforts were, overall, few and far between - and certainly not enough to salvage her reputation. And while her edgy eyeliners and atypical lipstick shades seemingly welcomed consumers left out by the rest of the beauty world, those same shoppers were often the ones who were <a href="https://twitter.com/wickedsoph_/status/1005063872196169733">hurt the most</a> by her controversies and brand scandals.</p><p>The difference between KVD Beauty today and in years past is clear. The brand's makeup can now speak for itself without a problematic founder overshadowing its accomplishments.</p>

Controversial tattoo artist Kat Von D almost destroyed her beauty brand. Without her, it's thriving.

<ul class="summary-list"><li><keyword id="461155" type="PERSON" weightage="60" keywordseo="Kat-Von-D">Kat Von D</keyword>'s former <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> brand is rebranding for a second time in two years, now called KVD <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">Beauty</keyword>.</li><li>Von D said in an Instagram comment that she's no longer associated with the brand.</li><li>She also said she wishes the company would stop using her initials moving forward.</li></ul><p><a href="https://insider.com/category/kat-von-d">Kat Von D's</a> former makeup line is <a href="https://www.insider.com/kvd-beauty-makeup-brand-changes-2021-3">rebranding for the second time in two years</a> - and the celebrity tattoo artist doesn't seem to be a fan of the change.</p><p>On Wednesday, Von D shared a picture of herself and her son <a href="https://www.instagram.com/p/CL9zbPFlAR0/?utm_source=ig_web_copy_link">on Instagram</a>, 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.</p><p>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.</p><p>Von D replied, saying she no longer has a connection to the brand and wishes they wouldn't use her initials going forward.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CL9zbPFlAR0" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by    (@thekatvond)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>"Do you wanna say anything about rebranding of your brand? ✨" an Instagram user asked.</p><p>"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.</p><div type="image" title="kvd makeup brand comment" height="1366" width="1821" msid="81321594" hostid="261"></div><p>Representatives for KVD Beauty did not immediately respond to Insider's request for comment.</p><h2>Kat Von D's former makeup brand has a new name: KVD Beauty</h2><p>The rebrand was announced on Wednesday via the brand's website and Instagram page. <a href="https://www.insider.com/kvd-beauty-makeup-brand-changes-2021-3">According to the company</a>, 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 <keyword id="10864753" type="UNKNOWN" weightage="60" keywordseo="kvd-vegan-beauty">KVD Vegan Beauty</keyword>, and Kat Von D Beauty before that.</p><p>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.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CL9v0NHF6mS" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><h2>Kat Von D sold her shares of the company in January 2020</h2><p>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."</p><p>"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," <a href="https://www.insider.com/kat-von-d-sold-namesake-makeup-brand-2020-1">Von D wrote on Instagram at the time.</a></p><p>"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.</p><p>She later said during an appearance on the <a href="https://podcasts.apple.com/us/podcast/kat-von-d-tattoo-artist-beauty-entrepreneur-shoe-designer/id1347626043?i=1000463776448">"Second Life" podcast</a> in January 2020 that her decision was influenced by <a href="https://www.insider.com/kat-von-d-beauty-influencers-2020-1">the beauty industry becoming "a culture thing" filled with influencers</a> who tell you what to buy and how to look to "be cool."</p><p>"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."</p><p>Representatives for Kat Von D did not immediately respond to Insider's request for comment.</p>

Kat Von D says she wishes her former makeup line would remove her initials from its brand altogether

<ul class="summary-list"><li><keyword id="461155" type="PERSON" weightage="60" keywordseo="Kat-Von-D">Kat Von D</keyword>'s former <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> brand has changed its name to KVD <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">Beauty</keyword>.</li><li>KVD now stands for Kara, Veritas, and Decora, though the line will still be inspired by <keyword id="6438053" type="UNKNOWN" weightage="60" keywordseo="tattoos">tattoos</keyword>.</li><li>The company also shared its new core values, saying it's committed to the environment and diversity.</li></ul><p><a href="https://insider.com/category/kat-von-d">Kat Von D's</a> former makeup line is rebranding once again after the celebrity tattoo artist sold her share of the company in 2020.</p><p>On Tuesday, the vegan cosmetics brand - formerly known as Kat Von D Beauty and <a href="https://www.insider.com/how-kat-von-d-makeup-will-change-2020-1">KVD Vegan Beauty</a> - relaunched its website and social-media accounts with a new name and shiny aesthetic.</p><p>According to the company, its name is now KVD Beauty, and the initials now stand for Kara, Veritas, and Decora - or Value, Truth, and Beauty.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CL9v0NHF6mS" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><h2>On Instagram, the makeup brand said it believes in 'the power of reinvention'</h2><p>"Born in an iconic tattoo studio, rooted in a dream of unrestrained beauty with a nonconformist &amp; fearless spirit, we started a revolution with tattoo inspired makeup &amp; limitless creativity," the brand's statement says. "We continue this legacy."</p><p>The note goes on to describe tattoos as "the boldest form of artistic self-expression," and "deeply personal ink" that "becomes part of you." From there, the brand shared its core values, which include celebrating "the individual" and rejecting "conventional beauty standards &amp; sameness."</p><p>KVD Beauty also said it gives "a f--- about the world," and cares for the planet and those who live on it.</p><p>Finally, the brand said it will continue to offer "high-pigment, high-performance makeup inspired by tattoo artistry."</p><p>"We give you the tools to live your beauty truth," the statement says. "We stand for Kara, Veritas, Decora/Value, Truth, Beauty. Your truth is valuable &amp; beautiful. We are KVD: Tattoo-Inspired Vegan Beauty."</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CL91dZvHne5" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>The brand expanded upon these values <a href="https://www.kvdveganbeauty.com/about-kvd">on its website</a>. There, the company says it's committed to championing social and racial justice, writing: "We believe in equity and inclusivity because, in our world, outsiders are insiders."</p><p>KVD Beauty also promises that it remains "100% vegan and cruelty-free."</p><p>"We challenge ourselves to use fully recyclable packaging, post-consumer recycled materials, &amp; refillable compacts whenever possible," the brand says on its website.</p><p>It's currently unclear if this change in name and branding will impact any of the brand's current products or packaging. It's also unclear as to why the company decided to rebrand after becoming Kat Von D Vegan Beauty in January 2020.</p><p>Representatives for KVD Beauty did not immediately respond to Insider's request for comment.</p><h2>The company also named Miryam Lumpini as its new global director of tattoo artistry </h2><p>According to <a href="https://www.instagram.com/p/CL974WDns78/?utm_source=ig_web_copy_link">a post on the brand's Instagram page</a>, Lumpini will serve as the "resident tattoo artist," and be responsible for "creative inspiration" and product collaboration.</p><p>"Growing up, being one of the only Black girls in the Swedish countryside, I never dreamt that I would be the first global tattoo artist for KVD Beauty," Lumpini said in <a href="https://www.instagram.com/p/CL9_H74HvWU/?utm_source=ig_web_copy_link">another post for the brand</a>. "I used to ride the bus, reading fashion and tattoo magazines, and now I have this opportunity to share my creativity through beauty."</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CL9_H74HvWU" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by KVD BEAUTY (@kvdbeauty)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><h2>Kat Von D sold her shares of the company in January 2020</h2><p>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."</p><p>"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," <a href="https://www.insider.com/kat-von-d-sold-namesake-makeup-brand-2020-1">Von D wrote on Instagram at the time.</a></p><p>"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 <keyword id="10864753" type="UNKNOWN" weightage="60" keywordseo="kvd-vegan-beauty">KvD Vegan Beauty</keyword>," she added.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/B7YyvmKlOSu" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by    (@thekatvond)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>In its own Instagram posts at the time, her former brand said it would be changing its name to KVD Vegan Beauty, and that its initials would then stand for its "ethos and new manifesto."</p><p>"It does NOT stand for a person's initials," the brand previously wrote on Instagram. "We believe in Kindness, Vegan Beauty + Discovery (and Doing good)."</p><p>The brand also promised at the time that most of Von D's products would go unchanged - except for in packaging - and that <a href="https://www.insider.com/how-kat-von-d-makeup-will-change-2020-1">the tattoo artist is "no longer involved in the brand in any capacity."</a></p>

Kat Von D's former makeup line is rebranding for a second time in 2 years

<ul class="summary-list"><li>We test out some of the most-hyped products of April.</li><li>Hits include the <a href="https://seph.me/3eEWirS">Melt Cosmetics Blushlight</a> and the <a href="https://bit.ly/3nytUMb">Pseudo Labs PHreckles Kit</a>.</li><li>The <a href="https://bit.ly/3374OuF">Milani Conceal + Perfect Smooth Finish Cream-To-Powder Foundation</a> was a miss.</li></ul><p><em>Following is a transcript of the <keyword id="21654" type="COMPANY" weightage="60" keywordseo="video">video</keyword>.</em></p><p><strong>Nico Reyes:</strong> There are so many new <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> products being released all the time, so we gathered some of the most hyped to test for ourselves.</p><p>This is definitely one of those TikTok-made-me-buy-it kind of products. This is the Pseudo Labs PHreckles Kit. It's nothing like any other faux-freckle product I've ever seen. You basically get the freckle liquid, which has a little round brush in it, and this little toothpick-looking thing that you use to flick the liquid onto your face to give you very natural-looking freckles. I knew this was going to be a messy process, so I tucked a paper towel in my shirt and just went at it. Am I freckly? [gasps] A little! Right away, I was obsessed with how the freckles came out. It's a strange and kind of messy process, but they do end up looking really natural and cute. But I highly recommend you do this topless or with a paper towel stuffed into your shirt.</p><p>I wanted to try the Milani Conceal + Perfect Smooth Finish Cream-To-Powder Foundation because I saw people saying this was a dupe for the KVD Good Apple Balm. It's not. That foundation is literally a balm, so it's very slippy and almost a little oily. This Milani one is very thick and kind of dry. I don't like the texture of this at all. I do feel like this did a great job of covering everything up, because it is full coverage, but it definitely emphasized a lot of my texture, and I don't love how it sat on my skin.</p><p>This is the <keyword id="10017604" type="UNKNOWN" weightage="60" keywordseo="colourpop">ColourPop</keyword> Feather Effect Styling Brow Wax. I got both the clear and the tinted versions. Also, please excuse my purple, stained fingers. This product is...a little strange. I do think that it gives your brows that fluffy, feathered look, but I had to keep dipping in over and over to get it to look the way I wanted it to. The texture of this is just very odd. Like, I had to keep checking my brush to make sure that there was anything even on it. If you're looking to this as a dupe for the ABH Brow Freeze, I don't think this is one. The Brow Freeze has a way softer texture and literally does freeze your brows. Like, they will not move. This one has way less hold, and it doesn't feel like it dries down. Also, I feel like there's zero difference in color between the tinted and the clear. So weird. Now let's talk about the blush of my dreams!</p><p>The <keyword id="11246858" type="UNKNOWN" weightage="60" keywordseo="melt-cosmetics">Melt Cosmetics</keyword> Cream Blushlight. You guys, I didn't know how this was going to go because I had already powdered my entire face, but I took a risk and I just applied the blush on top, and oh, my God. This blush is so gorgeous, and it didn't mess up the foundation or powder underneath at all. I'm in love right now. And because I'm obviously a huge blush lover, I had to apply more and more and more, and it layered beautifully. It's totally buildable. I fully understand now why this has been sold out everywhere! That's good.</p><p>These are the <keyword id="11246859" type="UNKNOWN" weightage="60" keywordseo="danessa-myricks">Danessa Myricks</keyword> Beauty Colorfix Eye, Cheek &amp; Lip Cream Pigments. These are multiuse pigments, and they come in a bunch of different colors and finishes. Danessa Myricks, who is a wonderful <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> artist, always uses these on her models to create, like, the most beautiful looks, so I was dying to try them. These pigments are no joke. Literally one drop is all you need. I definitely used too much, but I'm so impressed not only by how pigmented they are, but how many ways you can use them. I used them for under-eye corrector, blush, eyeliner, and lipstick. Once these dry down, they're definitely staying put. This was not my best makeup work, but I was just having a good time playing around with these.</p><p>Minimal, skinlike makeup is kind of like the norm now, and this <keyword id="3034509" type="PERSON" weightage="60" keywordseo="Fenty-Beauty">Fenty Beauty</keyword> Eaze Drop Blurring Skin Tint totally makes sense for the time. It's actually way less liquidy than I imagined it to be. And, as expected, the coverage was pretty minimal, but this skin tint is super buildable, so I just added more where I felt like I needed it. Highly recommend using a brush if you want to get the most coverage out of it. The finish is pretty nice, and it does dry down, so you don't have to worry about any tackiness. I am just so not a skin-tint kind of person, but this one gives you that your-skin-but-better look that I think a lot of people would be into.</p>

Testing April's most-hyped beauty products

<ul class="summary-list"><li>We test out some of the most-hyped products of May.</li><li>Hits include the <a href="https://seph.me/3bVxLhM">Givenchy Prisme Libre Loose Powder</a> and <a href="https://seph.me/2RdTn1O">Fenty Beauty Bright Fix Eye Brightener</a>.</li><li>The <a href="https://amzn.to/34jFjXt">Maybelline Fit Me Tinted Moisturizer</a> was a miss due to its patchiness and difficulty blending.</li></ul><p><em>Following is a transcript of the <keyword id="21654" type="COMPANY" weightage="60" keywordseo="video">video</keyword>.</em></p><p><strong>Nico Reyes:</strong> There are so many new <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> products being released all the time, so we gathered some of the most hyped from the last month to test for ourselves.</p><p>First up, we have the <keyword id="3034509" type="PERSON" weightage="60" keywordseo="Fenty-Beauty">Fenty Beauty</keyword> Bright Fix Eye Brightener <keyword id="542293" type="PERSON" weightage="60" keywordseo="Concealer">Concealer</keyword>. I feel like I was confused as to what this actually was, because the shade range actually had normal concealer shades and what I would consider more corrector shades. So I went with the peach one to use as a corrector/brightener under my concealer. I guess it's supposed to conceal and brighten and correct. I did like the brightening effect with this, although it is more subtle. I feel like it's super lightweight and blendable. It's not a thick consistency at all, so you can layer it up if you want. That's what I tried to do. However, I don't think the effect is that impressive where I can say it's worth $25.</p><p>I was very intrigued by this KVD Beauty ModCon Liquid-Gel <keyword id="678403" type="ENTERTAINMENT" weightage="60" keywordseo="Blush">Blush</keyword>, just because of the term "Liquid-Gel." The texture of this is very bizarre. It's very thin, and it feels like nothing. I can't even explain it well. But I was nervous to put this on foundation, because I felt like it was going to break it up. It didn't. I actually liked this way more than I thought I was going to, but it is a little sheer for me. I did end up adding more, but the problem when you do that is that it adds more shininess, which I didn't love, but I don't hate this. I'm gonna say that $26 for it feels excessive.</p><p>NYX came out with this Lip Lingerie XXL Matte Liquid <keyword id="50225" type="ENTERTAINMENT" weightage="60" keywordseo="lipstick">Lipstick</keyword>, which reminded me a lot of its Shine Loud High Shine Lip Color, only without the gloss. NYX, please shorten your product names. It's basically that, but just a more matte liquid lipstick. I'm a fully converted gloss girl now, so applying a liquid lipstick did have me stressed out, but the formula is actually pretty nice. I did one thin layer, which I think is key for products like this because I find that they do not layer well, but one layer was all I needed for full coverage. I ate, I drank, and I wore this lipstick for over eight hours, and it stayed looking good. It's pretty transfer-proof. I did see some fading on the inside of my mouth, but overall I think this is great, for people who are into this sort of thing.</p><p>I was so excited for this Maybelline Fit Me Tinted Moisturizer, because I love the Fit Me line and skin tints are so popular right now, but this sucked so bad. I'm so disappointed. Off of the face, the texture honestly felt really nice and hydrating. But then I started applying, and it dried down so quickly, I couldn't blend it in. I was beating my own face with my sponge, trying to get it to move, and it didn't. I completely removed it and reapplied it again, but it still was not the most flattering on my skin. I just think it made my texture worse and also caked up in some areas and overall just looked very not good. Don't buy this one.</p><p>Next, we have the Givenchy Prisme Libre Loose Powder. I feel like I said that in Spanish, but it's supposed to be French. I'm going to start off by saying I really liked this, but that is not me saying you need a $58 setting powder. I'm just saying if you were looking for a $58 setting powder, I would get this one. The multicolored powder thing looks cool, but they all kind of blend into one pretty translucent shade. I think this actually did a nice job of smoothing out my pores, and it set my <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> without making me feel dry. I did feel like there was some illuminating effect, which is what I think the green and purple powders are for. But this has a very perfumy smell, which I hate. I choked several times. Let's ban scents in makeup. Thank you so much. And, lastly, we have another weird blush.</p><p>This is the Bite Beauty Daycation Whipped Cream Blush. I feel like the worst part about this blush is the packaging. It's so hard to get any product out, and when you do, it just kind of shoots out, so you get so much product and kind of waste it. But I do like the texture. It's kind of mousse-y, and the color of the blush itself is very pretty. It's glowy, but I feel like it's a little too metallic for it to look like natural dewiness, if that makes any sense. I do feel like the metallicness enhanced my texture a bit, but it wasn't too bad. I just think that for $32, I've tried better liquid-blush formulas. But you can actually use this on the eyes, and I like it more as kind of a cream shadow than I do as a blush.</p>

6 most-hyped beauty products from May

<ul class="summary-list"><li><keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">Beauty</keyword> brands that claim to fight <keyword id="44060" type="PERSON" weightage="60" keywordseo="Racism">racism</keyword> haven't all stopped working with controversial <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword>.</li><li><strong>In 2021, some worked with YouTubers who have pasts that include racism and blackfishing.</strong></li><li>Some beauty experts and fans say these brands shouldn't get a pass.</li></ul><p>The beauty industry has collectively worked toward becoming more inclusive in recent years.</p><p>Companies have started moving away from <a href="https://www.insider.com/covergirl-announces-first-male-coverboy-james-charles-2016-10">the construct that makeup is exclusively a hobby for women</a>, and expansive shade ranges <a href="https://www.insider.com/rihanna-fenty-beauty-makeup-different-skin-tones-photos-2017-10">are becoming the norm</a>. Big industry players also said they would take action against <a href="https://www.dazeddigital.com/beauty/soul/article/46337/1/bullying-beauty-estee-laundry-petition-charlotte-tilbury-instagram-toxic">bullying</a>, <a href="https://www.insider.com/beauty-brand-owner-starts-challenge-on-instagram-2020-6">racism</a>, and other forms of discrimination in 2019 and 2020.</p><p>But this year, some of those activism-inspired promises appear to be falling short. Brands like Elf Cosmetics, Sephora, and Morphe have made such promises, and yet they've continued to work with controversial influencers who have made racist remarks and spread dangerous conspiracy theories throughout their careers.</p><p>Now, beauty fans say they're heartbroken watching their favorite companies seemingly choose sales and publicity over allyship. And experts argue that brands should cut ties with problematic influencers - regardless of their fame - to back up their words with action.  </p><h2><strong>Beauty brands keep partnering with problematic influencers</strong></h2><p>At the start of 2021, Sephora was heavily criticized for sponsoring a YouTube video made by conservative influencer Amanda Ensing. Beauty fans quickly cited Ensing's history of <a href="https://www.glossy.co/beauty/major-beauty-influencer-supports-the-capitol-mob/">spreading QAnon conspiracies</a>, <a href="https://www.teenvogue.com/story/amanda-ensing-why-influencers-are-calling-the-youtuber-out">seemingly supporting the Capitol insurrection in January, and "blackfishing."</a> Some even wrote #BoycottSephora on social media.</p><p>The retailer later cut ties with the influencer, <a href="https://www.insider.com/conservative-influencer-amanda-ensing-sephora-sponsorship-boycott-2021-2">telling Insider</a> that it did so as soon as the company was "made aware of concerning behavior" from Ensing on social media - not as a result of her political or religious views.</p><p>A similar scandal occurred weeks later, this time involving <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> mogul <keyword id="9082331" type="UNKNOWN" weightage="60" keywordseo="jeffree-star">Jeffree Star</keyword>. On February 12, the influencer shared a photo of Elf Cosmetics' new Mint Melt collection on Twitter and said he'd be trying the line, to which the brand replied, "Can't wait!"</p><p>Soon after, Star uploaded <a href="https://youtu.be/sZvFH15H270">a glowing review of the collection</a> to his YouTube channel.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">-elfcosmetics  (@elfcosmetics) <a href="https://twitter.com/mims/statuses/1360371886853476356?ref_src=twsrc%5Etfw">February 12, 2021</a></blockquote><p>In the past, Star has been <a href="https://www.insider.com/who-is-jeffree-star-cosmetics-youtube-2019-4#stars-was-nakedly-racist-in-his-myspace-period-hes-since-apologized-4">recorded making racist remarks</a>, <a href="https://www.reddit.com/r/BeautyGuruChatter/comments/gz4dz5/jeffree_posing_with_the_confederate_flag/">photographed with hate symbols</a>, <a href="https://www.insider.com/jeffree-star-feuds-mason-disick-age-deleted-tweet-tiktok-privilege-2020-4">caught insulting minors</a>, and <a href="https://www.insider.com/jeffree-star-hair-by-jay-trisha-paytas-drama-2021-2">accused of being a bully</a> on numerous occasions. And in 2020, several people <a href="https://www.insider.com/jeffree-star-sexual-assault-allegations-violence-accused-predator-myspace-payments-2020-9">accused Star of sexual assault, physical violence, and hush-money offers</a> while speaking with Insider's Kat Tenbarge.</p><p>Beauty companies partnering with problematic influencers has also been an issue in the past.</p><p>Sephora continued to work with Kat Von D after she was criticized for seemingly <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#von-d-and-her-brand-faced-backlash-in-2013-and-2015-after-it-released-lipsticks-with-controversial-shade-names-13">mocking disabilities and sexualizing young girls with her makeup shade names</a>, and accused of <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#shortly-after-their-wedding-von-d-was-met-with-backlash-in-response-to-an-instagram-post-where-she-said-she-wouldnt-vaccinate-her-then-unborn-child-19">being an anti-vaxxer</a> and <a href="https://www.insider.com/kat-von-d-life-and-career-2020-10#the-vaccine-backlash-led-to-the-recirculation-of-claims-that-von-d-and-her-husband-are-anti-semitic-20">anti-Semitic</a>. The brand stopped working with the tattoo artist in 2020, however, when she stepped down from her makeup brand, which has since <a href="https://www.insider.com/kvd-beauty-makeup-brand-changes-2021-3" target="_blank" rel="noopener noreferrer">rebranded as KVD Beauty</a>.</p><p>Makeup retailer Morphe continued to work with Star throughout his controversial career, <a href="https://www.insider.com/morphe-cuts-ties-jeffree-star-cosmetics-backlash-drama-shane-dawson-2020-7">only cutting ties with him in the summer of 2020</a>. Around that time, Morphe also worked with Nikita Dragun - <a href="https://its-bananas.com/morphe-faces-criticism-for-collabing-with-nikita-dragun/">and faced backlash for doing so</a> - after <a href="https://www.insider.com/nikita-dragun-race-blackfishing-influencer-asks-what-she-should-be-2020-10">the influencer was accused of blackfishing</a> on numerous occasions and <a href="https://www.insider.com/la-influencers-coronavirus-party-jake-paul-youtube-tiktok-nikita-tana-2020-7">partying throughout the pandemic</a>.</p><p>Representatives for Elf Cosmetics and Morphe did not immediately respond to Insider's request for comment on this story.</p><h2><strong>The same cosmetics companies have promised to fight racism</strong></h2><p>In the summer of 2020, numerous beauty brands <a href="https://www.insider.com/beauty-brands-taking-action-against-racial-injustice-2020-6">took action against racial injustice</a> after the deaths of George Floyd, Ahmaud Arbery, Breonna Taylor, and others.</p><p><a href="https://www.insider.com/beauty-brands-taking-action-against-racial-injustice-2020-6#elf-cosmetics-donated-25000-to-color-of-change-an-organization-that-works-to-end-practices-that-unfairly-hold-black-people-back-11">Elf Cosmetics</a> said it donated $25,000 to the Color of Change organization, <a href="https://www.instagram.com/p/CA0xW29As6l/?utm_source=ig_web_copy_link">Morphe said</a> it donated to Black Lives Matter, and <a href="https://www.insider.com/beauty-brands-taking-action-against-racial-injustice-2020-6#sephora-is-letting-its-beauty-insider-members-redeem-their-points-as-donations-to-the-national-black-justice-coalition-3">Sephora created</a> an option for its Beauty Insider members to redeem their points as donations to the National Black Justice Coalition.</p><p>More recently, brands including <a href="https://www.instagram.com/p/CLNv3tzL-2w/?utm_source=ig_web_copy_link">Elf Cosmetics</a> and <a href="https://www.instagram.com/p/CMN-f8DFxst/?utm_source=ig_web_copy_link">Sephora</a> spoke out against <a href="https://www.insider.com/hate-incidents-against-asian-americans-have-skyrocketed-2021-2">the rise of anti-Asian hate crimes</a> via Instagram.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CA0xW29As6l" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by Morphe (@morphebrushes)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p><a href="https://www.instagram.com/p/CBGpEdKH6aN/?utm_source=ig_web_copy_link">Morphe</a>, <a href="https://www.instagram.com/p/CBBwvhphDYu/?utm_source=ig_web_copy_link">Elf Cosmetics</a>, and <a href="https://www.instagram.com/p/CBJfQmZhJI0/?utm_source=ig_web_copy_link">Sephora</a> - as well as numerous others - also participated in <a href="https://www.insider.com/beauty-brand-owner-starts-challenge-on-instagram-2020-6">the #PullUpOrShutUp challenge</a>, created by Uoma Beauty founder Sharon Chuter for her Pull Up For Change organization, in 2020. Through the challenge, Chuter aimed to bring awareness to the "underrepresentation of Black people in corporate America, especially in leadership roles."</p><p>To do so, she asked people to avoid purchasing from their favorite brands for 72 hours to demand that companies, especially those that have released statements in support of Black Lives Matter, release the number of Black employees they have in leadership.</p><p>The three brands mentioned above all released percentage breakdowns of their staffs at the time, with Morphe reporting that Black employees accounted for 3% of its leadership and non-Black people of color accounted for 51%; Sephora reporting that Black employees accounted for 6% of its leadership and non-Black POC accounted for 45%; and Elf reporting that 14% of its leadership is made up of Black employees, while other POC accounted for 45% of the company overall.</p><p>After participating, Morphe said on Instagram that it had "more work to do" and was committed "to progressive steps forward for Black representation in all areas" of its business, among other plans.</p><p>Sephora also shared a variety of its goals online and noted that it was "ready to do the work" needed to "create meaningful and long-lasting change" throughout its business.</p><p>Sephora declined to comment on the percentage of Black and non-Black POC employees in leadership when reached by Insider for up-to-date numbers. Representatives for Morphe and Elf Cosmetics did not immediately respond to Insider's request for comment on the same matter.</p><h2><strong>Experts say beauty brands need to listen to their fans and make necessary changes</strong></h2><p>Maude Okrah and Simone Tetteh cofounded the online beauty platform <a href="https://blackbeautyroster.com/"></a><a href="https://blackbeautyroster.com/">Black Beauty Roster</a>.</p><p>The group works to create opportunities for Black beauty creatives in the television, film, and editorial industries, while also providing education to the public on textured hair and makeup for all skin tones.</p><p>Speaking with Insider over email, Okrah said that community is "very important to BIPOC beauty fans." She said members of the community "crave authenticity," and often decide whether they'll be long-term supporters of brands and influencers based on how genuine they believe they are.</p><p>"Brands are measured by their partners' actions as much as their own," Okrah said.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CLW-rrZneY0" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by Diversity in Beauty (@blackbeautyroster)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>England-based Adrian Beautee and Alabama-based Adriana H. are two of those fans. </p><p>Beautee told Insider that he found Elf Cosmetics' recent support of Star to be hypocritical. He also said Sephora's sponsorship of Ensing was, in his opinion, the result of a lack of "research" and "due diligence."</p><p>Adriana H., who asked to use her last initial over privacy concerns, agreed.</p><p>"A brand can't take a stand for discrimination, racism, and other prevalent issues if they're collaborating with influencers who embody the very things they are campaigning against," she said. "That's not being an ally. That's being a fraud."</p><p>That's why Okrah says beauty brands "must fulfill their promises to fight racism" - because "shareholders, employees, and consumers demand it." </p><p>And according to the Black Beauty Roster cofounders, that goes beyond solely creating a diversity, equity, and inclusion team. Instead, Tetteh says brands "have to move from statements and donations to measurable and lasting actions." </p><p>Some of those include looking within their organizations, determining what they're doing "to actively fight racism and bias internally," and committing to working with more people of color, she said.</p><p>"We won't see change without action," Okrah added.</p>

Beauty brands can't fight racism if they continue working with problematic influencers

<ul class="summary-list"><li>Earlier tihs year, <keyword id="10822183" type="UNKNOWN" weightage="60" keywordseo="becca-cosmetics">Becca Cosmetics</keyword> announced it will be going out of business in September.</li><li>The brand, which debuted in 2001, had success with cult-favorite highlighters in the mid-2010s.</li><li>The brand has lost touch over the past few years, which makes the announcement less of a surprise.</li></ul><p><keyword id="850288" type="PERSON" weightage="60" keywordseo="Becca">Becca</keyword> Cosmetics helped introduce me to <a href="https://www.insider.com/things-people-who-work-in-beauty-stores-hate-2020-2">the world of beauty</a>, but saying goodbye will be bittersweet.</p><p>I've been a customer since around 2016 when its cult-favorite highlighter introduced me to the concept of highlighting. Becca Cosmetics' highlighters made the world of celebrity glamour more accessible and taught me that anyone could achieve a red-carpet glow at home.</p><p>But when the Australian <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> brand <a href="https://www.insider.com/why-becca-cosmetics-is-closing-going-out-of-business-2021-2">announced</a> it would be going out of business after 20 years, officially closing its doors at the end of September, I wasn't surprised. </p><p>The brand attributed the closure to "an accumulation of challenges, together with the global impact of COVID-19." Estée Lauder, which bought the company in 2016, made the final decision to shutter the brand, <a href="https://wwd.com/beauty-industry-news/color-cosmetics/estee-lauder-closing-becca-makeup-coronavirus-1234747480/">Women's Wear Daily confirmed</a>.</p><p>Although the news is devastating for some fans, the once-cult-favorite brand has dealt with a series of issues and missteps over the past few years that make it easier for me to say farewell.</p><h2><strong>Becca's following really began with its 2015 highlighter collaboration with <keyword id="9884638" type="UNKNOWN" weightage="60" keywordseo="jaclyn-hill">Jaclyn Hill</keyword></strong></h2><p>Rebecca Morrice Williams founded Becca Cosmetics in 2001, and the brand proceeded to go through a few ownership changes as it struggled to find its place <a href="https://www.insider.com/best-and-worst-beauty-trends-of-the-year-2020">in the beauty industry</a>.</p><p><a href="https://www.racked.com/2017/6/22/15830406/becca-estee-lauder-chrissy-teigen">According to Racked</a>, the brand had stints being sold at both global luxury stores, like Bergdorf Goodman, as well as affordable drugstores, like Duane Reade, before relaunching at <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> retailer Sephora in 2013.</p><p>The brand didn't reach cult-favorite status until 2015 when it collaborated with beauty YouTuber and influencer <a href="https://www.instagram.com/jaclynhill/?hl=en">Jaclyn Hill</a> on its most famous product to date: The <a href="https://www.sephora.com/product/shimmering-skin-perfector-pressed-P381176">Shimmering Skin Perfector highlighter in Champagne Pop</a>.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~540;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/BU2gb0il5O_" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by J A C L Y N  (@jaclynhill)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>The color skyrocketed sales. According to Women's Wear Daily, 25,000<a href="https://wwd.com/beauty-industry-news/products/jaclyn-hill-becca-cosmetics-collaboration-sales-10186945/"> units were sold within the first 20 minutes of its launch on Sephora.com</a>.</p><p>The product set a new standard for illuminators with its powder-to-cream formula that melts into the complexion to create an Insta-worthy glow. </p><p>It also kept the beauty industry buzzing and became a fan-favorite highlighter. </p><p>Celebrities and <a href="https://www.teenvogue.com/gallery/best-highlighters-according-to-celebrity-makeup-artists">professional makeup artists</a> swore by <a href="https://www.byrdie.com/most-flattering-highlighter">the product</a> and used it religiously <a href="https://www.feelingthevibe.com/archives/chloe-lukasiaks-makeup-artist-gives-the-complete-beauty-breakdown-products-inside/">for major events</a>. It seemed like every YouTuber and at-home beauty fan had Champagne Pop in their makeup bag. </p><p>The highlighters kept up steam for years.</p><p>Becca's pressed Shimmering Skin Perfector <a href="https://www.allure.com/story/best-selling-highlighter-united-states-becca-shimmering-skin-presse">was the best-selling highlighter in the US in 2019</a>. In 2021, the product still has a near-perfect five-star rating on both <a href="https://www.sephora.com/product/shimmering-skin-perfector-pressed-P381176">Sephora</a> (over 5,200 reviews) and on the beauty retailer <a href="https://www.ulta.com/shimmering-skin-perfector-pressed-highlighter?productId=xlsImpprod10921068">Ulta</a> (over 1,100 reviews). </p><p>The brand also launched a secondary Champagne collection in 2016 that expanded the beloved product into palettes and liquids. It generated <a href="https://wwd.com/beauty-industry-news/color-cosmetics/latest-becca-x-jaclyn-hill-collaboration-did-3-5-million-in-sales-with-online-launch-10438768/">$3.5 million in sales within just five hours</a>.</p><h2><strong>But the brand quickly began having issues with its strongest collaborators</strong></h2><p>In June 2016, Becca <a href="https://www.instagram.com/p/BGYVT3ahdeR/?taken-by=beccacosmetics">announced on Instagram</a> it was no longer launching the highly anticipated eyeshadow palette it was working on with Hill as part of the Champagne Glow collection. </p><p>Meanwhile, Hill took to Snapchat to say the palette would not be released due to quality-control issues.</p><p>As <a href="https://www.bustle.com/articles/165562-why-wont-the-becca-x-jaclyn-hill-champagne-eyeshadow-palette-be-released-its-complicated">Bustle</a> reported, Hill said high demand for the palettes caused the brand to send the product to a different lab to be manufactured at a faster pace. She said the lab was incapable of reproducing the same level of quality, resulting in fans having negative experiences with the product before it officially launched.</p><p>In another Instagram post, the brand <a href="https://www.instagram.com/p/BGaHHwRBddN/?utm_source=ig_embed">publicly apologized to Hill and fans</a> for the disappointment.</p><p>"We apologize to our fans, to Jaclyn's fans, and to <a href="https://www.instagram.com/JaclynHill/">@JaclynHill</a>, whom we love and respect so much," the post read. "We remain committed to the highest standards of excellence and we are very sorry in this case that we've let you down." </p><p>After the palette was pulled, reports spread about <a href="https://fashionmagazine.com/face-body/jaclyn-hill-becca-feud/">Becca and Hill feuding</a>.</p><p>These rumblings intensified in 2017 when <a href="https://www.instagram.com/trendmood1/">@trendmood1</a>, an Instagram account best known for leaking beauty launches, claimed Prosecco Pop (a color Hill collaborated on) would be re-released as a standalone shade.</p><p><a href="https://www.teenvogue.com/story/jaclyn-hill-becca-cosmetics-champagne-pop-drama">Hill commented</a> on the post saying this was "news to her" and that she was "literally in shock." </p><p>The brand eventually released Processo Pop as its own standalone shade even though Hill was a co-creator of it.</p><div type="image" title="becca highlighter" height="3024" width="4032" msid="81357379" hostid="261"></div><p>Given Hill's impact on the products and their rise, it was strange for fans to see her name removed from them. <a href="https://www.reddit.com/r/BeautyGuruChatter/comments/bxj4x9/jaclyn_hills_name_no_longer_on_champagne_pop/">But as some pointed out</a>, it's not abnormal for a brand to remove an influencer's name from a line of products once their contract is up.</p><p>Three years later, Becca's biggest collaborator became a major competitor when <a href="https://www.insider.com/review-photos-highlights-jaclyn-hill-makeup-brand-2021-2">Hill launched her own collection of highlighters in 2019</a>.</p><p>Jaclyn Hill did not immediately respond to Insider's request for comment.</p><h2><strong>The brand tried to follow up Hill's line with big-name partnerships but couldn't keep up in a saturated market </strong></h2><p><a href="https://www.latimes.com/fashion/la-ig-wwd-chrissy-teigen-becca-glow-face-palette-20170505-story.html">In 2017</a>, the brand collaborated with A-list model Chrissy Teigen to design a glow palette with pressed Shimmering Skin Perfectors similar to the products Hill had worked on not long ago.</p><p>The palette was sold on <a href="https://www.refinery29.com/en-us/2017/04/149962/chrissy-teigen-becca-cosmetics-collab-news">Sephora's app</a> and has received <a href="https://www.influenster.com/reviews/becca-x-chrissy-teigen-glow-face-palette?__cf_chl_jschl_tk__=4b85ac8b0763520fad79ff4a68977e6a7dd8892a-1614893715-0-ATOIJmXqkFRLB2GGjdopB8UtITXLqFY_VjHltdtuzOnzUEv3P6HvHuDyVTepi8u-4vCoEzK-NPbyAWztDU8tyjCaNWPtKIlOWGe-_jLTUmtkJZZZP4MYR_1AsDIKwn6h6-zk8EKN6vy0JAf2_RpNnXSC2QMqSDKgYDYfpZwgugMOrgs-tTMVS8BB5muKDn8QCQp9aTUdimhj2ejmmfn57Zj0r51Dn4_wue9SSCUmdSYUtqi1JMCEmmmFh9JQHKfAlbZWsevSVXVusjJE-tOD9yLykgMixJufp-rZNWCrmCld3or7Meh895y8fofN-2lTkWelbXHDXeQ8F_1UqxFDrOk7ASXXzV9mPWQ4T7HU3YzpjsxBVWNPvYinwmPWRmreCcunj6cIeiCCZkYNeCH3qiqiyBMXttslmcWlqnTjZclhKRnPGh0uCFXRD4d0ZukmRw">over 2,400 glowing reviews, with many being five-stars,</a> on popular product-review site Influenster. </p><p>The brand <a href="https://www.allure.com/story/chrissy-teigen-becca-glow-kitchen-kit-exclusive-interview">collaborated with Teigen on other products throughout 2018,</a> including lip glosses and eye shadow, but none seemed to receive the same level of buzz.</p><p>On <a href="https://www.influenster.com/reviews/becca-becca-x-chrissy-teigen-glow-body-oil">Influenster,</a> the newer collaborations received positive reviews but not many of them. Teigen's body oil had 153 reviews and scored four stars. The glosses received four and a half stars and between <a href="https://www.influenster.com/reviews/becca-x-chrissy-teigen-glow-lip-gloss-choose-from-three-colors-malibu-soleil-nectar-or-beach-bum-nectar-neutral-berry">five</a> and <a href="https://www.influenster.com/reviews/becca-x-chrissy-teigen-glow-lip-gloss">81 reviews</a>.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~540;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/BkOHyT8AXtn" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by @beccacosmetics<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>The brand followed with several other celebrity partnerships, including the <a href="https://www.beccacosmetics.com/becca-bffs-collection">BFF collection with Khloe Kardashian and Malika Haqq in 2018</a>.</p><p>The collection had some well-reviewed products, but Becca Cosmetics struggled to keep up as it faced stiffer highlighter competition throughout 2017 and 2018. </p><p>Celebrity-led brands like Rihanna's Fenty Beauty and KKW Beauty by Kim Kardashian West released highlighter palettes of their own as did industry staples like <a href="https://www.cosmopolitan.com/style-beauty/beauty/a9078726/huda-beauty-3d-highlighter-palette/">Huda Beauty</a>, <a href="https://www.teenvogue.com/story/glamglow-highlighter-makeup-palette-launch">Glam Glow</a>, <a href="https://www.allure.com/story/kat-von-d-metal-crush-highlighters-instagram">Kat Von D</a> (<a href="https://www.insider.com/kat-von-d-makeup-brand-name-2021-3">now KVD Beauty</a>), and Anastasia Beverly Hills (<a href="https://www.refinery29.com/en-us/2017/03/147469/anastasia-beverly-hills-new-aurora-glow-kit">its Aurora Glow Kit would become a cult-favorite</a>).</p><p>A few big, recognizable names just weren't enough to bring Becca back to the influential highs reminiscent of the award-winning Champagne Pop.</p><div type="image" title="rihanna fenty beauty" height="1331" width="2000" msid="81357381" hostid="261"></div><h2><strong>The brand faced more retaliation from customers when it released problematic promotional photos </strong></h2><p>The brand came under fire again in 2018 when it got called out for <a href="https://www.teenvogue.com/story/becca-cosmetics-accused-blackface-foundation-swatch-images">problematic photo editing</a>. </p><p>Becca released a photo of its Skin Love Weightless Blur foundation swatched on four different hands for customers to see the different shades available.</p><p>But a number of people noticed the palms of the darker-skinned models looked colored-in, leading some to speculate the brand had edited a white model's hand instead of hiring a Black model.</p><p>Following the accusations, Becca Cosmetics <a href="https://www.instagram.com/p/BmSCNEPA-Fm/?utm_source=ig_embed">apologized on Instagram</a>, admitting its photo-editing choices missed the mark.</p><p>"Truth: BECCA is committed to showcasing the lightest to the deepest skin tones and hiring inclusive models for our campaigns. To demonstrate this commitment, we've re-shot with real girls from the BECCA office," the brand wrote.</p><p>The new photo showed the arms of four women with four distinct skin tones and no obvious editing, but the major misstep from the company showed that, once again, the brand was failing to keep up in an evolving industry. </p><h2><strong>The brand continued to miss the mark with new releases that were dubbed misleading or just OK </strong></h2><p>It's clear the Shimmering Skin Perfector was Becca's biggest success, but it's one that couldn't be replicated. While the brand scrambled to get customers excited about new launches in recent years, products like the <a href="https://www.sephora.com/product/becca-cosmetics-zero-no-pigment-glass-highlighter-for-face-lip-P461136?icid2=products%20grid:p461136">Zero No Pigment Glass highlighter</a> from 2020 are some of the lowest-rated Becca products on Sephora's website. </p><p>Becca's <a href="https://www.sephora.com/product/becca-cosmetics-zero-no-pigment-virtual-foundation-P461135?icid2=products%20grid:p461135">Zero No Pigment foundation</a> was called a misstep when it debuted in 2020. Customers said Becca Cosmetics' marketing of the product was misleading because it <a href="https://www.elle.com.sg/2020/09/17/becca-zero-no-pigment-virtual-foundation-makeup-beauty-review-mask-wearing/">didn't perform as a foundation</a> despite being advertised as such and was <a href="https://www.popsugar.com/beauty/becca-cosmetics-no-pigment-virtual-foundation-review-47683194">more of a primer than a foundation</a> since it offered no coverage. Big-name YouTubers like <a href="https://www.youtube.com/watch?v=b1mX_2-UJcs">Allie Glines</a>, <a href="https://www.youtube.com/watch?v=uK46-ZZ5pIs">Kathleen Lights</a>, and <a href="https://www.youtube.com/watch?v=F9emuXiS0JI">Gary Thompson</a> (The Plastic Boy) also criticized the "gimmicky" foundation for offering no real coverage.</p><p>Coverage wasn't the only problem. Others criticized the product further for failing to cater to different skin tones and undertones.</p><p>It's currently one of the lowest-rated products on the brand's page on Sephora.com, earning three out of five stars. </p><h2><strong>Still, it's bittersweet to say goodbye to the brand that helped so many find their glow</strong></h2><div type="image" title="becca highlighter" height="2870" width="3827" msid="81357384" hostid="261"></div><p>Becca Cosmetics peaked in the mid-2010s with its Shimmering Skin Perfectors and it's what the brand will be remembered for. It elevated the entire category of highlighters, inspiring other brands to create their own.</p><p>But in recent years Becca Cosmetics struggled on all fronts with product launches, inclusivity, quality control, and influencer relations. Top that off with a global pandemic, and it's not surprising to see the brand is closing down. </p><p>But Becca's mark on the beauty industry and my <a href="https://www.insider.com/best-cheap-lip-gloss-to-get-review-photos-kiss-broadway">makeup routine</a> won't be forgotten. And I think it's still worth stocking up on Champagne Pop - the product that made Becca shine - before it's gone for good.</p><p><em>Becca Cosmetics did not immediately respond to Insider's request for comment.</em></p>

I've been a Becca Cosmetics customer for years, but I'm not surprised the brand is shutting down

<ul class="summary-list"><li><keyword id="461155" type="PERSON" weightage="60" keywordseo="Kat-Von-D">Kat Von D</keyword> revealed via Instagram that she covered half her arm with black ink to conceal <keyword id="6438053" type="UNKNOWN" weightage="60" keywordseo="tattoos">tattoos</keyword> that "meant nothing" to her.</li><li>The artist said she originally got the tattoos when she used to drink, though she now says she's 13 years sober.</li><li>Von D added she previously tried to remove the tattoos with lasers but that they were too dark and made of too many layers to do so properly.</li><li>The tattoo artist also said at the start of her TV career that she didn't regret any of her old tattoos.</li></ul><p><a href="https://insider.com/category/kat-von-d">Kat Von D</a> has said in the past that she doesn't regret any of her <a href="https://www.insider.com/category/tattoos">tattoos</a>, but that doesn't mean she's opposed to covering old ones.</p><p>On Tuesday, the artist took to Instagram with <a href="https://www.instagram.com/p/CIzYtuhll94/?utm_source=ig_web_copy_link">a video of her arm</a> that was partially covered in new black ink. According to Von D, she got the blackout design from the artist <a href="https://www.instagram.com/hoode215/">HoodeTattoos</a> to conceal older tattoos that she got when she used to drink. <a href="https://www.insider.com/kat-von-d-alleges-abuse-boarding-school-provo-canyon-paris-hilton-2020-10">Von D says she's now 13 years sober</a>. She added that the older art "meant nothing" to her.</p><p>"Feels so good to finally cover up so many of the tattoos I got back when I used to drink," Von D wrote in her Instagram caption. "Those tattoos meant nothing to me but landmarks in dark times, and I'm so lucky to have the best blackout artist @hoode215 cover them up for me!"</p><p>"Now my arm looks so nice and clean, and the portrait of my Father stands out even more," she added.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CIzYtuhll94" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by    (@thekatvond)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>Von D went on to ask viewers to consider that "not everyone connects with the same things" before feeling "inspired to negatively criticize" her new tattoo.</p><p>"I've been tattooing well over 2 decades and have seen so many tattoos in my lifetime that I personally would never get, yet feel happy for the wearer because it means something to them," she said. "I don't think there should be room for criticism when it comes to self-expression, and a tattoo is personal to the person wearing it. So thank you ahead of time for being respectful. Much love!"</p><h2>Von D said she originally considered removing her old tattoos but chose to cover them instead</h2><p>Von D told a fan who asked about her cover-up that she tried to remove her older tattoos with lasers in the past but they were too dark or had too many layers to do so properly.</p><p>"I actually did try lasering a few times and sadly they were just either too dark or had layers upon layers of tattoos that would have been too hard on my <keyword id="6371970" type="UNKNOWN" weightage="60" keywordseo="skin">skin</keyword> to remove," Von D said. "But I also love the simplistic look of this so it was a win-win."</p><div type="image" title="kat von d comment" height="1372" width="900" msid="79764672" hostid="261"></div><p>Another fan pointed out that Von D appeared to have added some black ink to her leg, to which Von D replied: "I did!"</p><p>She also told an Instagram user there was one type of tattoo she likely would not get on her body: an ignorant-style design. <a href="https://www.popsugar.com/beauty/What-Ignorant-Tattoo-Trend-46362369">PopSugar previously reported</a> ignorant-style tattoos were inspired by underground art and prison tattoos. They often feature cartoon-style illustrations, dry humor, and ironic messages.</p><p>"Next up, ignorant style," the Instagram user wrote.</p><p>"F--- no!" Von D replied.</p><div type="image" title="kat von d instagram" height="1554" width="900" msid="79764674" hostid="261"></div><h2>This isn't the first time the tattoo artist has covered old designs</h2><p>In November 2019, <a href="https://www.instagram.com/p/B4dK1g-FAWW/">Von D revealed on Instagram</a> that she had partially covered her other arm in black ink with the help of the same tattoo artist.</p><p>"I'm so in love with my new blacked-out arm tattooed by @hoode215!" she wrote. "Can't believe it only took him 1.5 hours - and it's the most consistent, true black I have ever seen! I feel so lucky to have @hoode215 guest spotting here at @highvoltagetat and excited to have him come back in regular basis!"</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/B4dK1g-FAWW" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by    (@thekatvond)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p><a href="https://www.cosmopolitan.com/uk/fashion/celebrity/a29695419/kat-von-d-black-out-arm-tattoo/">Cosmopolitan UK reported at the time</a> that "some fans questioned Von D's decision to black out her entire arm" in Instagram comments that appeared to be deleted.</p><p>At the time, according to the publication, Von D responded by writing: "PS. it's all good if you don't like my tattoo, because I do! I had so many old crappy tattoos that over the years I tried lasering, then covered up that it just felt like a blurry mess. Having it all blacked out so beautifully looks so clean and smooth and I love that! It's not for everybody, but I'm just so grateful that artists like @hoode215 exist and are masters of their craft!"</p><h2>Von D has said in the past that she doesn't regret her old tattoos</h2><p>Von D <a href="https://www.pr.com/article/1103">told PR.com</a> in 2008 that while she used to give herself tattoos, she later began collecting body art from 30 to 40 artists around the world. <a href="https://tatring.com/tattoo-ideas-meanings/kat-von-ds-tattoos">According to TatRing</a>, some of her pieces include Beethoven's initials, portraits of her mom and sister, multiple flowers, and numerous nods to her exes. Her most notable tattoo is perhaps the string of stars around her left eye.</p><p>Still, Von D said at the time that she didn't regret any of her ink.</p><p><a href="https://web.archive.org/web/20090401015128/http://www.inkedmag.com/inked_people/15/">She told Inked magazine</a> in 2008: "I have lots of people's names on me and it's not so much like, 'Oh, I'm gonna regret my ex-husband's name on my neck.' It's more like a time in my life that I don't regret. I don't regret my divorce either. I'll rock it forever."</p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/kat-von-d-life-and-career-2020-10">Inside the life of controversial artist Kat Von D, from her tattoo empire to her fall from the beauty industry</a></li><li><a href="https://www.insider.com/how-kat-von-d-makeup-will-change-2020-1">Here's everything you need to know about KVD Vegan Beauty now that Kat Von D has left the company</a></li><li><a href="https://www.insider.com/kat-von-d-donates-supplies-coronavirus-2020-3">Kat Von D donated her supply of gloves to a local hospital, and now she's encouraging others in the tattoo industry to do the same</a></li><li><a href="https://www.insider.com/kat-von-d-alleges-abuse-boarding-school-provo-canyon-paris-hilton-2020-10">Kat Von D says she was 'kidnapped and locked up' at the same boarding school Paris Hilton attended</a></li></ul>

Kat Von D covered half her arm with black ink to conceal tattoos that 'meant nothing' to her

<ul class="summary-list"><li>Makeup mogul <keyword id="9082331" type="UNKNOWN" weightage="60" keywordseo="jeffree-star">Jeffree Star</keyword> is known for controversy, but his cosmetics brand and social-media presence only continued to grow up until 2020.</li><li>Now, Star's critics have noticed that he's struggling on YouTube. Despite having 17 million subscribers, his most recent video took more than a week to surpass 1 million views.</li><li>In the past, Star made fun of <keyword id="6354629" type="UNKNOWN" weightage="60" keywordseo="beauty">beauty</keyword> brands that were sold in TJ Maxx, but customers have also spotted his Conspiracy collection and other <keyword id="9237758" type="UNKNOWN" weightage="60" keywordseo="jeffree-star-cosmetics">Jeffree Star Cosmetics</keyword> items at the bargain retail chain.</li></ul><p>For more than a decade, the beauty guru Jeffree Star has balanced public controversy with career growth. Despite making enemies and having a contentious reputation, his social-media platform and net worth have only grown.</p><p>But in 2020, after <a href="https://www.insider.com/shane-dawson-tati-westbrook-video-jeffree-star-drama-timeline-cancelled-2020-6">a year of scandals</a>, it seems like Star may be facing consequences.</p><p>Critics have noticed that Star's engagement on social media is down, his latest Jeffree Star Cosmetics makeup collection hasn't sold out, and some of his older palettes are being sold for reduced prices at TJ Maxx — something Star has <a href="https://www.popbuzz.com/internet/youtubers/jeffree-star-kat-von-d-makeup-twitter/">mocked other beauty entrepreneurs</a> for.</p><p>Star's most recent YouTube video, a <a href="https://www.youtube.com/watch?v=4Gz3kQsWm3s">collaboration with drag queen India Ferrah posted on November 15</a>, had under 1 million views at this writing. It means the video failed to surpass 1 million views within a full week of uploading, and Star hasn't had a video perform at that level <a href="https://www.youtube.com/watch?v=5jhS1uKnLy4">since 2016</a>.</p><p>On <a href="https://twitter.com/Indiaferrah/status/1328080526301822976">Ferrah's tweet</a> announcing the collaboration, there as twice as many negative comments as positive ones.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Def Noodles  (@defnoodles) <a href="https://twitter.com/mims/statuses/1329118530361380864?ref_src=twsrc%5Etfw">November 18, 2020</a></blockquote><p>On Instagram, despite having 14.3 million followers, Star hasn't had a post break 1 million likes since September 2.</p><h2>He mocked TJ Maxx makeup for years, but now Star's products are being sold there, social-media posts show</h2><p>It's not just his social-media engagement that seems to be on the downturn. Star's cosmetics company is now being sold in TJ Maxx, a bargain retail chain known for reselling outdated and undersold luxury makeup. Star previously mocked <a href="https://www.popbuzz.com/internet/youtubers/jeffree-star-kat-von-d-makeup-twitter/">his former best friend Kat Von D</a> for having her products sold in TJ Maxx stores, tweeting "KVD will be a TJ MAXXX exclusive in 2019 I heard!!" in December 2018.</p><p>He also quote-tweeted a picture of Kat Von D's palettes at Marshalls (owned by the same parent company as TJ Maxx) at the same time and wrote "CAN'T REALTE. AT. ALL"</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Def Noodles  (@defnoodles) <a href="https://twitter.com/mims/statuses/1326324996155731968?ref_src=twsrc%5Etfw">November 11, 2020</a></blockquote><p>Star's disdain for TJ Maxx makeup products is so well known, in fact, that he made <a href="https://www.youtube.com/watch?v=ZAxhEUfpSss">an entire YouTube video</a> in February 2019 about it. "In today's video, I'm so scared," Star said at the time. "This is probably going to be the scariest video on my channel. Today, we're going to TJ Maxx."</p><p>The products that have been spotted at TJ Maxx from Star's line are items from the Conspiracy collection, which was the <a href="https://www.insider.com/buy-shane-dawson-jeffree-star-conspiracy-palette-collection-2019-11">most sought-after makeup product</a> in the world during its November 2019 launch. The collection was with YouTuber Shane Dawson, and it was booted from makeup seller Morphe <a href="https://www.insider.com/shane-dawson-tati-westbrook-video-jeffree-star-drama-timeline-cancelled-2020-6">after Dawson was publicly criticized by fans in the summer of 2020 for past comments</a> that people said were racist or inappropriate toward children.</p><p>TJ Maxx told Insider it has a longstanding practice of not commenting on the brands it sells in its stores, but TikTok and YouTube videos showing the products in stores continue to go viral.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—KEEM   (@KEEMSTAR) <a href="https://twitter.com/mims/statuses/1321171924152684544?ref_src=twsrc%5Etfw">October 27, 2020</a></blockquote><p>Star has released several makeup collections since the Conspiracy collection, and they haven't performed nearly as well as when shoppers <a href="https://www.insider.com/buy-shane-dawson-jeffree-star-conspiracy-palette-collection-2019-11">lined up for hours</a> ahead of the Dawson collaboration's release. Star's most recent launch, the Blood Money collection, <a href="https://jeffreestarcosmetics.com/collections/blood-money-collection">hasn't sold out</a> more than two weeks after its release, according to his website.</p><h2>It seems like Star's reputation is finally catching up to him</h2><p>So what turned people against Star? This has been a year full of controversies for the YouTuber and makeup entrepreneur.</p><p>During the summer, as his collaborator Dawson faced consequences and backlash for his past comments, Star himself had his own reckoning. YouTube <keyword id="1112328" type="PERSON" weightage="60" keywordseo="Influencers">influencers</keyword> and followers began to call out Star for his <a href="https://www.insider.com/shane-dawson-tati-westbrook-video-jeffree-star-drama-timeline-cancelled-2020-6">previous problematic behavior and comments</a> as well. The YouTube community imploded after Tati Westbrook <a href="https://www.insider.com/tati-westbrook-video-jeffree-star-shane-dawson-manipulated-james-charles-2020-6">accused both Star and Dawson of manipulating her</a> into attacking Star's YouTube rival James Charles with claims of predatory behavior in 2019.</p><p>In August, <a href="https://www.insider.com/everything-jeffree-star-didnt-actually-apologize-for-2020-7">Star apologized to Charles</a> for their ongoing feud. The apology video appeared to be Star's way of limiting the backlash against him, but <a href="https://www.insider.com/everything-jeffree-star-didnt-actually-apologize-for-2020-7">many found the apology too vague to be meaningful</a>.</p><p>During the worsening scandal, Dawson and Star's old racist posts were brought up. While Star denied claims that he is racist, his followers have pointed out that in the past, Star has used racial slurs and performed in racist skits. More recently, fans accused Star of <a href="https://www.insider.com/kameron-kam-lester-jeffree-star-cosmetics-racist-shane-dawson-token-2020-6">"tokenizing" Black beauty gurus</a>.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Repzilla  (@zillarage) <a href="https://twitter.com/mims/statuses/1329827383520747520?ref_src=twsrc%5Etfw">November 20, 2020</a></blockquote><p>Then in October, <a href="https://www.insider.com/jeffree-star-sexual-assault-allegations-violence-accused-predator-myspace-payments-2020-9">an Insider report</a> also unearthed accusations of sexual assault, physical violence, and $10,000 hush-money offers that Star denied through his attorneys. He didn't address the report publicly.</p><p>The combination of scandals appears to have impacted Star's reputation. The beauty YouTuber is preparing for his Black Friday sale, but where there used to be plenty of internet buzz, there's now barely a whisper.</p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/jeffree-star-sexual-assault-allegations-violence-accused-predator-myspace-payments-2020-9">Jeffree Star accusers say the makeup mogul has a history of sexual assault, physical violence, and hush-money offers</a></li><li><a href="https://www.insider.com/jeffree-star-leaked-dms-deleted-tweets-james-charles-youtube-2020-10">Leaked Jeffree Star messages show he deleted more than 400 crude tweets as he accused rival YouTuber James Charles of sexual misconduct</a></li><li><a href="https://www.insider.com/jeffree-star-new-boyfriend-andre-marhold-relationship-drama-ex-girlfriend-2020-8">Jeffree Star's rumored boyfriend came out of nowhere and is already causing drama. Here's his story and how the relationship unfolded.</a></li><li><a href="https://www.insider.com/jeffree-star-killer-merch-covid-19-cases-coronavirus-2020-11">Jeffree Star's merch company reported a COVID-19 outbreak among its staff with 10 confirmed cases</a></li></ul>

Jeffree Star's makeup empire isn't what it used to be, with videos that don't hit 1 million views and makeup in TJ Maxx

<ul class="summary-list"><li><keyword id="461155" type="PERSON" weightage="60" keywordseo="Kat-Von-D">Kat Von D</keyword> announced via Instagram on Thursday that she's purchased a historic house in <keyword id="26517" type="CITY" weightage="60" keywordseo="Indiana">Indiana</keyword>.</li><li>She later said in an Instagram story that she isn't selling her <keyword id="2379" type="CITY" weightage="60" keywordseo="California">California</keyword> home, but that she wanted another place for her family to stay that doesn't face the same high taxes, "terrible policies," and "tyrannical government" that she says California does.</li><li>Some Indiana residents seem excited about Von D's purchase, and the potential tattoo shop she could open in the small town.</li><li>Others have criticized Von D's statement, as they believe mask mandates and other COVID-19 precautions are far from tyrannical.</li></ul><p><a href="https://insider.com/category/kat-von-d">Kat Von D</a> is gearing up for 2021 with a major purchase: a second home.</p><p>On Thursday, the tattoo artist and former makeup mogul <a href="https://www.instagram.com/p/CI6RDQEF5Ef/?utm_source=ig_web_copy_link">announced on Instagram</a> that she's purchased a historic house in Vevay, Indiana. Some people seem excited by the thought of Von D living near them, while others questioned what this means for her gothic California mansion.</p><p>While responding to the latter question in an Instagram story on Thursday, Von D included a statement about California's government, which she's now receiving some backlash for online.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CI6RDQEF5Ef" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by    (@thekatvond)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><h2>Kat Von D said she purchased a house in Vevay, Indiana, as a place for her and her family to escape California's 'tyrannical government'</h2><p>Von D shared a photo of her son Leafar standing in front of her home on Thursday to address some questions about her new purchase. She wrote across the photo that she had received texts from friends asking if she and her family would be permanently <keyword id="55350" type="CITY" weightage="60" keywordseo="moving">moving</keyword> to Indiana, and therefore selling their home in the Hancock Park region of Los Angeles, California.</p><p>"Definitely not ever selling our beautiful home in LA," Von D wrote.</p><p>"But with all that has been taking place in California with terrible policies, tyrannical government overreach, ridiculous taxing, amongst so much more corruption, we just felt the need to plant roots in a small town where there is nature, where my son can be free to play, and where we can eventually retire one day," she continued.</p><div type="image" title="kvd instagram story" height="1636" width="1122" msid="79803231" hostid="261"></div><p>Von D went on to add that she's not closing her tattoo shop or selling her home in California. Still, she said she and her family will "eventually be spending more time in beautiful Indiana" once she finishes remodeling her historic house.</p><p>A few weeks earlier, Von D also hinted that she might be opening a tattoo shop in the small town.</p><p>"I wonder if Vevay, Indiana, would mind if I opened up a little tattoo shop up here..." Von D wrote on November 13.</p><blockquote class="instagram-media" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:800; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px); data.width~800;"><div style="padding:8px;"><div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:62.4537037037% 0; text-align:center; width:100%;"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"></div></div><p style="margin:8px 0 0 0; padding:0 4px;"><a href="https://www.instagram.com/p/CHiu6nul0oy" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank"></a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by    (@thekatvond)<time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime=""></time></p></div></blockquote><p>Von D has criticized California's government in the past. At the end of October, Von D shared a video about California Governor Gavin Newsom's <a href="https://deadline.com/2020/11/california-coronavirus-gavin-newsom-issues-thanksgiving-restrictions-1234615516/">Thanksgiving social-distancing guidelines</a>, which advised people against gathering with multiple households, and suggested that such celebrations should be held outdoors.</p><p>Over the video, she wrote: "#RECALLGAVINNEWSOM."</p><div type="image" title="kvd newsom" height="1634" width="1172" msid="79803236" hostid="261"></div><p>That same day, Von D also seemingly signed a petition against the governor that is <a href="https://recallgavin2020.com/">said to have more than 800,000 signatures</a> at the time of writing.</p><p>"Like many of my fellow Californians, we are fed up with the tyrannical government overreach," Von D wrote across a photo of a petition booth. "I'm signing up to #RECALLGAVINNEWSOM today!"</p><div type="image" title="kvd california" height="1634" width="1166" msid="79803242" hostid="261"></div><h2>Some people are excited about Von D's new home and potential tattoo shop, while others are criticizing her statements on the government</h2><p>Some Indiana residents, in particular, said they'd jump at the chance to get a tattoo from Von D in their hometown.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Charles Xavier  (@CharlesSuding) <a href="https://twitter.com/mims/statuses/1339696413391917060?ref_src=twsrc%5Etfw">December 17, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Bells ♥  (@Shelby_Fehlberg) <a href="https://twitter.com/mims/statuses/1339947991554289667?ref_src=twsrc%5Etfw">December 18, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—kala sue  (@houston_mikala) <a href="https://twitter.com/mims/statuses/1339923295840464897?ref_src=twsrc%5Etfw">December 18, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—   (@Micaelamoore125) <a href="https://twitter.com/mims/statuses/1339868868177784833?ref_src=twsrc%5Etfw">December 18, 2020</a></blockquote><p>Others, however, criticized Von D's comments about California and questioned if she understands the dangers of COVID-19.</p><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Valerie  (@valisnthere) <a href="https://twitter.com/mims/statuses/1339807092086091778?ref_src=twsrc%5Etfw">December 18, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—~**~*~~*  (@notkaylahowie) <a href="https://twitter.com/mims/statuses/1339780712690458624?ref_src=twsrc%5Etfw">December 18, 2020</a></blockquote><blockquote class="twitter-tweet blockquote" data-lang="en" data-cards="" data-conversation="">—Padme Amberdala  (@sixpackofcats) <a href="https://twitter.com/mims/statuses/1339949168710856706?ref_src=twsrc%5Etfw">December 18, 2020</a></blockquote><p><a href="https://www.facebook.com/katvond/">On Facebook</a>, where Von D also posted her statement, some people pointed out that California is currently facing a COVID-19 crisis, much like the rest of America.</p><p>"Tyrannical overreach?" one person wrote. "Try public health crisis, and CA has some of the highest numbers of COVID across the country. Ridiculous statement."</p><p>"How is asking you to wear a mask to protect those around you tyrannical?" a Facebook user said. "Just seems like common courtesy to me..."</p><p>"Must be such a burden to not only be able to pay all those taxes, but be able to buy a new house while keeping the one with all those taxes," another person wrote. "Yeah, I can totally feel my heart bleeding for her."</p><p>Representatives for Kat Von D did not immediately respond to Insider's request for comment.</p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/kat-von-d-life-and-career-2020-10">Inside the life of controversial artist Kat Von D, from her tattoo empire to her fall from the beauty industry</a></li><li><a href="https://www.insider.com/how-kat-von-d-makeup-will-change-2020-1">Here's everything you need to know about KVD Vegan Beauty now that Kat Von D has left the company</a></li><li><a href="https://www.insider.com/why-kat-von-d-covered-old-tattoos-2020-12">Kat Von D covered half her arm with black ink to conceal tattoos that 'meant nothing' to her</a></li><li><a href="https://www.insider.com/kat-von-d-alleges-abuse-boarding-school-provo-canyon-paris-hilton-2020-10">Kat Von D says she was 'kidnapped and locked up' at the same boarding school Paris Hilton attended</a></li></ul>

You Searched For "kvd beauty" and got 14 results

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