Kat Von D stopped making makeup because she decided to step down and sell her shares in her eponymous beauty line to focus on other aspects of her life and career. In 2020, after 12 years of running the brand, she cited being a new mom, launching a vegan shoe line, preparing to release an album, and going on tour as reasons she could no longer dedicate enough attention to the cosmetics brand at maximum capacity. She wanted the brand to continue to thrive and grow under new ownership, which is now completely controlled by Kendo, the parent company that has rebranded the line as KVD Vegan Beauty. Kat Von D has also expressed that she no longer wishes to be associated with the brand, including disassociating from the use of her initials in the brand name going forward. Her departure was also amid some controversies and public pushback related to her personal views and past incidents, which may have influenced the brand's direction after her exit.