Kat Von D sold her makeup line, Kat Von D Beauty, in January 2020 to the parent company Kendo. She decided to step away from the brand to focus on other personal and professional commitments, including her vegan shoe line, motherhood, and an upcoming music album. She mentioned that it was a difficult decision but necessary because she could no longer manage everything at full capacity. Kat Von D wanted her makeup line to continue to thrive and believed that Kendo was well-positioned to lead the brand’s growth and development. The brand was rebranded as KVD Vegan Beauty following her exit. Additionally, Kat Von D's personal controversies, including statements about not vaccinating her child and other public controversies, led to boycotts and negative attention, which also impacted the brand's reputation. The sale and rebranding helped to separate the brand from these controversies and refocus on growth under new ownership.