PR88415

KVD Beauty Announces a New Global Director of Tattoo Artistry, Miryam Lumpini, Revealing the Next Iconic Chapter for the Brand to Influence the Makeup Industry

SAN FRANCISCO, March 10, 2021 /PRNewswire=KYODO JBN/ --

With a nonconformist and fearless spirit, KVD disrupted the industry in 2008

with its untraditional approach to beauty. When having tattoos meant being

labeled an 'outsider,' the brand challenged the status quo and embedded this

personal mark in its DNA, encouraging it as a form of artistic self-expression.

Today, the brand embarks on its next chapter now known as KVD Beauty, unveiling

a refreshed brand image, and an invigorated mission with the introduction of

its new artists.

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The new name KVD Beauty will keep the legacy initials but will take on a

different meaning as the brand moves into this new phase. KVD will now stand

for Kara, Veritas, Decora—Latin for Value, Truth, Beauty.

KVD Beauty gives you the tools to live your beauty truth: With its

high-pigment, high-performance makeup, the creative possibilities are endless

for self-expression. The brand believes in embracing outsiders, artistry

without boundaries, celebrating individual expression, and being

world-conscious. Respecting the planet and those who inhabit it is also of

utmost importance. KVD is 100% vegan and cruelty-free, and committed to

becoming more sustainable, challenging themselves to use fully recyclable

packaging, post-consumer recycled materials and refillable compacts whenever

possible.

The streamlined brand positioning is reflective in KVD Beauty's new campaign

imagery, which can already be seen on its website and social media channels

with additional roll out onto marketing materials, product launches, and more.

Updated product packaging will also be rolling out to align with the new look.

While the brand itself will have a fresh, new look and feel, their existing

products and beloved bestsellers like their eyeliner with a cult-following

Tattoo Liner, Lolita Everlasting Liquid Lipstick, and Lock-It Foundation will

all stay true to their high-performance results and remain in the same

formulas.

With a new, polished brand position, KVD Beauty is announcing its first Global

Director of Tattoo Artistry, Miryam Lumpini. Now an 'it girl' within the Los

Angeles tattoo scene, Lumpini grew up in the Swedish countryside and immigrated

to the United States to pursue her passion in tattoo artistry, eventually

inking high-profile celebrities including Jhené Aiko, Keke Palmer, Kehlani and

more. Lumpini will serve as the brand's in-house tattoo artistry expert,

supporting creative initiatives by developing tattoo-inspired designs for

marketing and product, and creating makeup artistry content.

"Collaborating with KVD Beauty has been a dream come true," Lumpini says. "I

have been a follower of the brand since the very beginning—it made tattoo

culture more acceptable and encouraged the community to see it as a form of

self-expression. There used to be a stigma associated with tattoo culture, and

you were seen as a rebel if you had any. KVD Beauty recognized this as an art

form and embraced this community of artists like myself that were typically

overlooked in the beauty industry."

Adding to the talent, the brand is also revealing its world-class roster of

global makeup artists, which includes Christian Schild (Germany), Fanny Maurer

(France), Sandra Saenz (U.S.A.), and Anthony Nguyen (U.S.A.) This select group

of artists will be leveraged across various platforms to share their skill set

with clients and media alike. Each artist will work closely with the brand for

press features, photo shoots and editorial, teaching global master classes,

creating exclusive content on the brand's social media channels, and more.

Anthony Nguyen (U.S.A.): "Makeup has served as my creative outlet for

storytelling and with the versatility of KVD Beauty products, the possibilities

are endless. I'm beyond excited to partner up with KVD Beauty as this year's

Global Veritas Artistry Ambassador, can't wait to share and create art with you

all!"

The new brand and marketing strategies are led by two beauty industry veterans,

Sarah Koch, Senior Vice President and General Manager for Kendo Brands, and

Tara Loftis, Global Vice President of Marketing and Public Relations for Kendo

Brands. Loftis' 15+ years of strategic marketing experience has helped to

develop and grow iconic brands within the Kendo Brands portfolio, as well as

beauty industry favorite, Too Faced. Sarah Koch has spent the majority of her

15+ year retail career in beauty specializing in brand building and incubation

at Kendo Brands and Sephora North America. She is credited with rebuilding

another Kendo brand, OLEHENRIKSEN, and now oversees the overall strategic

global brand management of KVD Beauty and Bite Beauty in addition to

OLEHENRIKSEN at Kendo Brands.

"KVD Beauty has a near 13-year history of creating incredible, award-winning,

bestselling products—now is simply the time for us to revitalize the brand and

reconnect with our consumers in a genuine way. This is the beginning of an

important chapter, and it was critical for us to design a disruptive marketing

plan, while aligning with top-tier, best-in-class artistry talent that reflects

and respects our brand heritage in both tattoos and makeup." says Loftis.

"As our consumers and the beauty industry continue to evolve, so does KVD

Beauty's legacy," Koch says. "The updated crest and campaign imagery reflect a

new phase for the brand, one where we champion artistry without limits,

celebrate the individual, and care for the planet. We are looking forward to

sharing our new imagery, artists, and products with the world."

For more information, visit www.kvdbeauty.com and connect with us at @KVDBeauty

on Instagram(

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), TikTok(

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), Twitter(

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).

ABOUT KVD BEAUTY:

KVD Beauty stands for Kara, Veritas, Decora—Value, Truth, Beauty—because your

truth is valuable and beautiful. We create high-pigment, high-performance

makeup inspired by tattoo artistry, like our #1 award-winning Tattoo Liner.

With long-wear, ink-like pigment and needle-sharp precision, it's the

uncontested holy grail of liquid eyeliner. But we stand for more than just

performance: Our makeup is 100% vegan and cruelty-free, we care about the

planet, and we champion artistry of all kinds—not just makeup. We celebrate the

individual through artistic self-expression and limitless creativity. And above

all, we give you the tools to live your beauty truth.

ABOUT KENDO

KENDO BRANDS solely owns and operates KVD BEAUTY. KENDO is an innovative beauty

brand incubator that creates and acquires beauty brands and turns them into

global powerhouses: FENTY Beauty by Rihanna, OLEHENRIKSEN Skincare, Marc Jacobs

Beauty, Bite Beauty, Lip Lab Stores, and KVD Beauty. KENDO offices are in San

Francisco, Paris, Dubai, London, São Paulo, Sydney and Singapore.

SOURCE: KVD Beauty

CONTACT: Creative Media Marketing, +1 212.979.8884, KVDVeganBeauty@cmmpr.com