Is KVD Beauty Still a Leader in Bold Makeup? Reviewing the Newest Palettes & Pigments

Hello, makeup lovers!

Let’s take a trip down memory lane. Do you remember the beauty scene about ten years ago? It was a different world. A world where a tattoo liner with a funny name, “Tattoo Liner,” suddenly became the one thing everyone needed. A world where liquid lipsticks in shades like “Lolita” were impossible to get your hands on.

This was the world that KVD Beauty (then known as Kat Von D Beauty) helped to create.

They were the rebels. The brand for people who loved bold colours, dramatic wings, and makeup that made a statement. They weren’t about a “no-makeup” makeup look. They were about art.

But a lot has changed since then. The brand went through a huge transformation, removing its founder’s direct involvement and rebranding to just KVD Beauty. They also made their entire line 100% vegan.

And the beauty world has exploded with new, bold brands. So, that leaves us with a big question.

In 2025, is KVD Beauty still the leader in bold makeup? Or have they been left behind?

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I’ve been testing their newest palettes and pigments to find out. This isn’t just a quick first impression. We’re going to dig deep into the formulas, the colours, and the staying power to see if this iconic brand still deserves a spot in your makeup bag.

Let’s get into it.

A Quick History Lesson: From Kat Von D to KVD Vegan Beauty

To understand where the brand is now, it helps to know where it came from.

The brand was started by the famous tattoo artist, Kat Von D. Her aesthetic was all about high contrast, sharp lines, and a rock-and-roll vibe. This DNA is still in the brand today.

A few years ago, Kat Von D sold her shares in the company and stepped away completely. The brand rebranded to KVD Beauty. They kept the iconic initials but gave them a new meaning: Kara, Veritas, Decora (Latin for “Dear, Truth, Beauty”).

The most important change was their commitment to going 100% vegan. This was a huge move. It meant reformulating everything to be free from animal products, without sacrificing the quality that people loved.

So, the brand we’re looking at today is a new chapter. It’s the same spirit, but with a new mission.

The New Era: What is KVD Beauty’s Vibe Now?

If you walk past their stand in Boots or Superdrug today, what do you see?

The vibe is still alternative, but more accessible. It’s rock and roll, but you’re invited to the party. The packaging is still mostly black, but with pops of colour and a more modern, slightly softer feel.

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They still champion self-expression, but it feels more inclusive. It’s for anyone who wants to play with colour and drama, whether you’re a goth, a minimalist who loves a bold lip, or a teenager just starting to experiment.

Their focus seems to be on two things:

1. Perfecting their iconic bestsellers (like the Tattoo Liner).
2. Launching new, exciting colour products that live up to their bold reputation.

You can browse their full range on their UK website: KVD Beauty UK.

The Deep Dive: Reviewing the Newest Launches

I got my hands on some of their most talked-about new products. I tested them for weeks, in different lights, and for long days. Here’s my honest, in-depth review.

Product 1: The Dazzle Stick Long-Wear Gel Eyeshadow

This is one of their newest and most popular products. It’s a chunky pencil eyeshadow that promises a “dazzling” metallic finish that lasts for 24 hours.

• The Claims: High-shine, long-wearing, easy to apply.
• The Shades: I tested the shade “Rapture,” a beautiful rose gold, and “Electro,” a vibrant, electric blue.

My Experience & Review:

• Application: This is where it shines (pun intended!). It’s incredibly easy to use. You just draw it directly onto your eyelid and blend it out with your finger or a brush. It’s creamy and doesn’t tug on the delicate eyelid skin.
• Colour Payoff: The colour is intense and the metallic shine is absolutely stunning. It’s not a subtle shimmer; it’s a true, high-impact foil finish. The pigmentation is fantastic.
• Longevity: This is the most impressive part. Once it sets (after about 60 seconds), it does not budge. I have oily eyelids, and usually, cream shadows crease on me within an hour. This lasted a full 8-hour workday with zero creasing. It’s genuinely long-wearing.
• The Verdict: 9.5/10. This product is a home run. It lives up to the hype and makes creating a bold, metallic eye look incredibly easy. It’s perfect for beginners or anyone in a rush.

Product 2: The Super Pomade Vegan Makeup & Eyebrow Pigment

This is a multi-use cream pigment. You can use it on your eyes, lips, and cheeks, but it’s famously great for graphic eyeliner and filling in brows.

• The Claims: Highly pigmented, waterproof, smudge-proof.
• The Shades: I tested “Rogue,” a classic matte black.

My Experience & Review:

• Texture: It has a very stiff, dry texture in the pot. This might surprise you if you’re used to creamier formulas. But this is actually a good thing! A dry texture means less product is picked up, which gives you more control for sharp lines.
• Application for Eyeliner: You must use a very thin, precise brush. I used the KVD Beauty Mod Con Angle Brush. When used with a brush, the payoff is incredible. You get a jet-black, opaque line. Because the formula is so dry, it sets down quickly and doesn’t smudge.
• Longevity: It is truly waterproof and smudge-proof. Once it’s on, it’s on until you remove it with an oil-based cleanser.
• The Verdict: 8/10. This is a professional-grade product. The learning curve is a bit higher than with a liquid liner, but the results are sharper and more long-lasting. It’s not for a quick, soft wing—it’s for a bold, graphic statement.

Product 3: The True Portrait Medium Coverage Foundation

While not a colour product, a good base is essential for bold makeup to look its best. I wanted to see if their base products hold up.

• The Claims: Medium, buildable coverage, natural skin finish, 24-hour wear.
• The Shade: I tested “Light 120,” which was a good match for my fair skin.

My Experience & Review:

• Coverage & Finish: It’s a true medium coverage that you can build to almost full without looking cakey. The finish is beautiful—a natural skin-like satin. It’s not matte and flat, and it’s not overly dewy.
• Feel: It feels very lightweight on the skin. You don’t feel like you’re wearing a mask.
• Longevity: For my combination skin, it lasted well through a normal day. It started to break down a little around my nose after about 8 hours, but it faded gracefully. I wouldn’t call it 24-hour, but it’s a good day-to-day foundation.
• The Verdict: 8/10. A really solid, reliable foundation. It’s a great canvas for bold eye and lip looks because it provides a smooth, even base without being the star of the show.

The Iconic Best-Seller: An Update on the Famous Tattoo Liner

You can’t talk about KVD Beauty without mentioning the product that started it all: the Tattoo Liner.

I’ve been using this liner for years, both before and after the reformulation. So, what’s the verdict in 2024?

• The Brush Tip: It’s still the same genius, flexible brush tip (not a felt tip). This is what makes it so easy to create a sharp, precise wing. It doesn’t fray or get blunt.
• The Formula: The vegan formula is just as good, if not better. It’s a deep, rich black that dries down to a matte finish. It doesn’t transfer to the crease of your eyelid.
• Longevity: It’s still one of the most long-wearing liquid liners on the high street. It can survive a rainy day or a long, emotional film.
• Is It Still the Best? It’s absolutely still a top contender. Other brands have caught up, but the Tattoo Liner’s brush tip still gives it an edge for precision. You can find it at Boots and Superdrug.

So, Are They Still a Leader in Bold Makeup? The Final Verdict

After weeks of testing, here’s my final take.

KVD Beauty is no longer the only leader, but they are absolutely still a key player.

They haven’t been left behind; they’ve evolved.

Their strength is no longer just in being the “edgy” brand. Their strength is in their formula innovation. Products like the Dazzle Sticks and the Super Pomade show that they are still thinking creatively about how to make bold makeup easier to use and more long-lasting.

They have managed to keep their iconic products relevant while successfully launching exciting new ones.

Who should buy from KVD Beauty in 2024?

• You want high-impact colour that is easy to use. The Dazzle Sticks are a perfect example.
• You value long-wearing, smudge-proof formulas. Their liners, pomades, and foundations are built to last.
• You are committed to buying 100% vegan beauty products.
• You want to create graphic, artistic makeup looks. Their tools and pigments are made for this.

Who might look elsewhere?

• If you only love very subtle, neutral makeup. This has never been their specialty.
• If you are on a very tight budget. While good value, they are a premium brand. For pure brights, Beauty Bay’s own palettes might be a more affordable starting point.

Conclusion: The Verdict is In

The KVD Beauty of today is a mature, confident, and innovative brand. They have successfully navigated a huge rebrand and come out stronger on the other side.

They may have more competition now, but they are not resting on their past glory. With products like the Dazzle Sticks, they are proving that they still have what it takes to lead the charge in bold, expressive, and high-performance makeup.

So, to answer the question we started with: Yes, KVD Beauty is absolutely still a leader in bold makeup. They’ve just traded a bit of their punk-rock mystery for a more inclusive, and perhaps even more impressive, technical excellence.

And that is a transformation worth celebrating.

Frequently Asked Questions: KVD Beauty in 2025

1. What does the “KVD” stand for now, and how has the brand changed since Kat Von D left?

This is the most fundamental question about the brand’s evolution. When Kat Von D fully divested in 2020, the brand rebranded from “Kat Von D Beauty” to “KVD Beauty.” The initials were repurposed to stand for the Latin words “Kara, Veritas, Decora,” which translates to “Dear, Truth, Beauty.” The most significant material change was the commitment to becoming a 100% vegan brand, which involved reformulating the entire line. The aesthetic shifted from pure goth-punk to a more accessible “alternative chic,” focusing on the core values of self-expression, high performance, and artistry, but with a more inclusive and modern feel.

2. Has the formula for the iconic Tattoo Liner changed since it went vegan, and is it still as good?

Yes, the formula was changed to be vegan, and the consensus is that it remains a top-tier product, with many users finding the updated version even better. The key feature—the flexible, brush-tip applicator—remains unchanged, allowing for the same precise, sharp wings. The vegan formula is still intensely black, matte, and highly long-wearing and smudge-proof. While other brands have since created strong competitors, the Tattoo Liner’s unique brush and reliable performance keep it firmly in the “holy grail” category for countless users.

3. With so many new bold brands (like Kaleidos, BlendBunny), what gives KVD Beauty an edge?

While indie brands like Kaleidos and BlendBunny are incredible for pure colour payoff and creativity, KVD Beauty’s edge lies in its unique combination of accessibility, brand legacy, and formula innovation. You can walk into a Boots or Superdrug and swatch their products, and their brand recognition provides a sense of reliability. Furthermore, their newer launches, like the Dazzle Sticks, focus on making bold looks easy to achieve. They bridge the gap between high-drama artistry and user-friendly application, which is a different niche than brands that cater primarily to expert makeup enthusiasts.

4. Are the new Dazzle Sticks easy to use for beginners, or do they crease?

The Dazzle Sticks are notably beginner-friendly due to their crayon-like application—you can literally draw directly onto your lids. However, the key to preventing creasing lies in the setting time. The formula is a long-wear gel that needs about 60 seconds to set down completely. If you blend it out and then leave it alone, it transforms into a remarkably crease-proof, transfer-resistant finish, even on oily eyelids. The common mistake is continuing to blend it past this point or applying a thick layer that doesn’t have time to set properly.

5. I have sensitive eyes. Are KVD’s vegan formulas less likely to cause irritation?

While “vegan” means the product is free from animal-derived ingredients, it does not automatically mean it is free from all potential irritants. KVD Beauty formulas do not contain parabens or synthetic fragrances, which are common irritants. However, some individuals may still be sensitive to certain pigments or preservatives used in any colour cosmetic. The brand is generally considered to be thoughtfully formulated, but if you have specific known sensitivities, it’s always best to check the ingredient list or patch test a product before applying it to your eyelids.

6. What is the learning curve like for the Super Pomade compared to a liquid liner?

The Super Pomade has a steeper learning curve than a typical liquid liner like the Tattoo Liner. Its dry, stiff texture requires a specific technique: you must use a very thin, precise angled brush (like the KVD Mod Con Angle Brush) and work with a small amount of product. The benefit is unparalleled control for creating graphic, sharp lines and intricate designs. It’s less forgiving than a liquid liner for a simple, quick wing but offers far more versatility and longevity for complex artistry. It’s a tool for precision, not for speed.

7. How does the shade range hold up for very deep and very fair skin tones?

KVD Beauty has made consistent efforts to be inclusive, and their base product ranges, like the True Portrait Foundation, offer a genuinely wide spectrum from very fair to very deep skin tones with a variety of undertones. For their colour products (eyeshadow, lipstick), the pigmentation is typically strong enough to show up on all skin tones, though the specific effect of a shade will, of course, vary. They are generally considered to be more inclusive than many mass-market brands but may not have the same level of nuance as some specialist foundation brands.

8. Is KVD Beauty considered a “clean” beauty brand?

KVD Beauty occupies a interesting space. They are 100% vegan and cruelty-free, and their products are free from parabens and synthetic fragrances, which aligns with many “clean” beauty ideals. However, the term “clean” is unregulated and can be ambiguous. KVD Beauty’s focus seems to be more on high-performance, vegan colour cosmetics rather than marketing itself explicitly as a “clean” brand. If your primary concern is vegan and cruelty-free status, they are an excellent choice. If you are strictly avoiding all silicones or specific chemicals, you would need to check individual ingredient lists.

9. For someone who wants to try just one product, what is the best new launch to start with?

The Dazzle Stick Long-Wear Gel Eyeshadow is the most recommended new launch for a first-time purchase. It perfectly encapsulates the brand’s modern direction: it’s bold, incredibly easy to use, and the performance (both in shine and longevity) is impressive and immediate. A shade like “Rapture” (rose gold) or “Hail Surge” (silver) offers a dramatic effect with minimal effort, giving you a clear sense of the brand’s quality and aesthetic without a high degree of difficulty.

10. The article says they’re still a leader, but not the only one. Who are their main competitors now?

The competitive landscape has diversified significantly. KVD Beauty’s main competitors now come from different angles:

• Indie Powerhouses: Brands like BlendBunny Cosmetics and Kaleidos Makeup compete on intense colour saturation and creative, large palettes for enthusiasts.
• High-Street Trendsetters: e.l.f. Cosmetics and ColourPop offer incredibly trendy, bold products at a lower price point, challenging KVD on accessibility and speed to market.
• Established Giants: Fenty Beauty and Huda Beauty compete on inclusive shade ranges, viral products, and a strong, modern brand identity that also champions bold looks.
  KVD Beauty’s unique position is competing against all of them by leveraging its legacy, its physical presence in drugstores, and its focus on user-friendly, long-wearing formulas for bold expression.