Monica Arnaudo, chief merchandising officer for Ulta Beauty, tells NewBeauty that this launch speaks to what matters most to many shoppers, especially those seeking 100-percent vegan, cruelty-free makeup options. “KVD Vegan Beauty is one of the first brands to prioritize this and will make an excellent partner as we continue to expand our Conscious Beauty offerings,” says Arnaudo. “What really makes this launch special,” continues Arnaudo, “is that it’s the first time we’re able to offer a Kendo-owned brand at Ulta Beauty.
As for what fans can expect of the newly relaunched brand, Arnaudo reassures us that the formulas haven’t changed. “Fans can expect the same high performance, 100-percent vegan, cruelty-free products they know and love—now, at a new home. Its award-winning formulations are the same, and guests can access the full KVD Vegan Beauty assortment and more,” she says.
To celebrate the launch, Ulta is offering two exclusive items beginning August 30: A Vegan Beauty Bestsellers Set ($35) with a full-size Tattoo Liner, Go Big or Go Home Mascara and Everlasting Liquid Lipstick, as well as a limited-edition fanny pack designed by beloved illustrator Ana Strumpf, free with a $50 brand purchase.