As seen in Business of Fashion
LVMH’s Kendo is revamping the brand, hoping to move past the departure of its controversial founder. But rapidly changing beauty trends and stiff competition may prove even bigger hurdles.
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On February 22, the Instagram feed of KVD Vegan Beauty, the makeup brand formerly known as Kat Von D Beauty, was wiped clean.
It was a not-so-subtle signal that Kendo Brands, the LVMH-owned incubator behind the brand as well as beauty lines from Rihanna, Marc Jacobs and others, was looking to make a fresh start with one of its earliest success stories.