Included: The Good Apple Serum Foundation Review
Who would have thought that a KVD foundation could blow up like this? Proof of what a little revamping and resilience can do. If you didn’t know, this beauty brand has been through a lot and has a lot of history with controversy.
KVD Vegan Beauty, formally known as Kat Von D Beauty then led by the tattoo artist Kat Von D — if you watched tattoo ink, you’d know what I’m talking about. It was one of the top beauty brands of the times, selling out in Sephora online and in stores worldwide. The brand is owned by Kendo and it’s said to be one of its top selling brands.
Kat Von D started out in the beauty industry on a good note but things later went south for quite a number of reasons. I dare say it was the most controversial brand of the season.
Entering the beauty industry for the first time in 2008, she collaborated with Sephora on a limited edition makeup collection but later went on to create and release a permanent line.
Leading the line for 11 years, things were good, until it wasn’t.
For the meantime, operations were smooth, product launches and sales were going good, business was booming and brand loyalty was increasing until… Until Kat Von D started to show more personality and little things about her personal life started to become public. Well, sometimes this can be good thing, but this time it was not. People got exposed to how she lived her life, her values, people she spent time with, and they didn’t really like or agree with it.
News started to come out Kat was anti-sematic, although, there were speculations that personally she wasn’t, but that she dated people that were. Hmmm, bottom-line, she was associated with that.
I remember her being called out for the provocative names of some of her products. I vividly remember a red lipstick she came out with. It was called UNDERAGE RED. I honestly, till this day, don’t know her intentions with that but people were not having it, people went on and on and on about how it was suggestive and associated with the sexual assault of children and all that. Even parents started stopping their kids from buying from Kat Von D.
Damn! It was bad.
I personally hoped it would stop there but one day, on Instagram, while promoting one of their concealers, the Kat Von D business page posted a picture of a hand holding the concealer in front of a cotton field with the caption “Let us do all the hard work for you”. This was also followed by a strong arm emoji of a darker shade. Best believe that people went wild, tagging Kat Von D and her brand as racist. People started to be open in their decision to stop buying Kat’s products and influencers stopped reviewing or using them in their videos. With that level of controversy and decline in brand loyalty and support the brand went downhill. The tattoo artist ended up selling her shares of her beauty brand to Kendo in January 2020. At the time, Kat stated she could no longer raise her child and manage her multiple business ventures “at the maximum capacity” while still being a part of the company, so she pulled out.
The brand alongside the new owners rebranded and renamed the brand “KVD Vegan Beauty”, producing a fresh line of products with a different messaging void of Kat Von D’s influence, style, creativity and ideas. It was a brand new line of its own with brand new values, a brand new voice and a brand new tone. The brand went on to release quite a number of products that went viral including the “KVD Vegan Beauty Apple foundation.”
But let’s talk about the one hitting the streets now, and that is the” KVD Vegan beauty Apple Serum Foundation.”
This foundation launched…a while ago actually, in February and it became the talk of the town in an instant. When I say “talk of the town” I mean the talk of the town of Tiktok. There was quite a lot buzz. It got so many reviews on Youtube and so many mentions on Instagram. So naturally, it got my attention.
So then, what is this foundation? KVD Vegan Beauty says it is a lightweight full coverage serum foundation that blends and bends with skin for natural seamless finish and transfer-proof wear. They also say the formulation is liquid and packed with flexible, elastomer pigments. It dropped at Sephora and Ulta on February 6th and it retails for 45 dollars. It gives you one fluid ounce of product and it comes in 40 shades. 40 shades? Not bad.
The original good apple foundation also went viral but this? This is outdoing it.
“The one thing I’m noticing is that it really doesn’t feel emollient or serum-like which was my fear. I don’t feel flat matte dry but I also don’t feel overly dewy” — @Babsbeauty, Beauty Youtube Creator.
“I’m noticing that it’s very lightweight and doesn’t feel very thick. It blends out almost like a serum. I love the coverage of this foundation, it’s very natural, feels very lightweight on my skin, it’s not too heavy and it gives me a natural finish so I’m not looking to oily or to dry either” — @Alejay, Beauty Youtube Creator.
This viral foundation launch is once again a testimony to how this brand was able to rebrand, win the hearts of people again and find their way to the top. Cool stuff!
