Kat Von D is leaving her iconic beauty brand

After 12 successful years in the beauty business, Kat Von D is saying farewell.

The 37-year-old American tattoo artist has sold her stake in Kat Von D Beauty to pursue other interests, namely motherhood, her music and her vegan shoe line.

The  LA Ink star launched with just four lipsticks in 2008 when she created the long-wear, vegan, cruelty-free makeup line in partnership with Kendo.

Today, the brand boasts more than 250 innovative products in almost every beauty category.

Kendo, a beauty brand incubator that includes Fenty Beauty by Rihanna, Ole Henriksen Skin Care, Marc Jacobs Beauty, Bite Beauty and Lip Lab Stores in its portfolio, is now the sole owner and force behind the beauty line.

Effective immediately, the brand will be called KVD Vegan Beauty.

Kat Von D said in a press release posted to the Kat Von D Beauty website:

“This past year has been one of great change for me.  As many of you know, I gave birth to my beautiful baby boy, launched my vegan shoe line, and am now busy prepping to release my long-awaited album in the Spring, followed by an international tour! As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity.

“With that said, I’ve decided to step down as founder (and from all other capacities) of Kat Von D Beauty, and sell my shares of the brand, turning it all over to Kendo, my partners for the past 12 years.  This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and Kendo is primed to do just that.”

Kendo CEO David Suliteanu said he wanted to thank Kat for “helping to change the beauty industry with us”.

“The products we created together have stood the test of time and become icons. Kendo, along with our global retail partner, Sephora, look forward to the continued growth of KVD Vegan Beauty under Kendo’s leadership, ownership, and direction. We are fully positioned to continue the brand’s growth and development in both product and marketing. We have developed a very strong product pipeline for 2020 and beyond. The same Kendo team that made history with KVD Vegan Beauty is ready to do it again.”