KVD Beauty, formerly known as Kat Von D Beauty, has gone through several major design and product shifts since January 2020.

The decision for a makeover came after the brand experienced consumer backlash over anti-Semitic and anti-vaccination allegations drawn against the brand’s founder, Kat Von D. In January 2020, KVD Beauty’s public relations firm announced that Kat Von D had sold her shares of the company to the brand’s parent, Kendo, the beauty incubator owned by LVMH Moët Hennessy Louis Vuitton. Kat subsequently distanced herself from the brand to pursue other creative interests.

Almost two years later, the beauty brand has undertaken several steps toward revamping its image. Upon Kat Von D’s departure, the company announced that it would rebrand as KVD Beauty, the KVD initials standing for Kara, Veritas, and Decora. On the brand’s Instagram page, it was announced:

“Born in an iconic tattoo studio, rooted in a dream of unrestrained beauty with a nonconformist and fearless spirit. We started a revolution with tattoo inspired makeup and limitless creativity. We continue this legacy.”

Several kinks remain in renewing its image, according to data providers.

Spate data shows that searches for KVD Beauty went down more 55.3 percent in year-over-year (YOY) searches over the past 52 weeks. The brand does have a few stand-out products, such as the TikTok viral Good Apple Skin-Perfecting Foundation Balm with a monthly average search volume of 67,800 searches; the Tattoo Liner at 13,300 searches; and the Everlasting Liquid Lipstick at 11,000 searches.

The brand recently relaunched its best-selling liquid lipstick as the KVD Beauty’s Everlasting Hyperlight Liquid Lipstick ($22) in 21 shades. The formula, like the Everlasting Liquid Lipstick, remains 100 percent vegan and cruelty-free. The lipstick will be available at KVDBeauty.com and via Ulta and Sephora’s websites and brick-and-mortar stores.

While improvement is needed, there are highlights. Paris Jackson is serving as the face of the Everlasting Hyperlight Liquid Lipstick, her second campaign with KVD Beauty. She also serves as the campaign’s co-creative director. The concept for the product launch and shade names were inspired by a garden filled with beautiful, yet dangerous botanicals, with names including Moonflower, Mother Orchid, and Scorpiris. The brand’s best-selling shade, Lolita, relaunched as Queen of Poisons.

Regarding Paris’ work with KVD Beauty and the brand’s image, Tara Loftis, Global Vice President of Marketing and Public Relations at Kendo Brands, stated in a press release, “KVD Beauty has grown significantly over the past few years, and we’re excited to continue to evolve both the brand and our cosmetics to fit the needs of our loyal consumers. With the new Everlasting Hyperlight Liquid Lipstick, and the incredible Paris Jackson as the face of the campaign, this new launch underscores our continued support of the artist community while also taking the bold collection of products you all know and love to the next level. We’re confident this new collection will be well received by brand loyalists and new shoppers alike.”