KVD Vegan Beauty makes its Ulta Beauty debut

Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture

After 12 years of exclusivity at Sephora stores in the United States, KVD Vegan Beauty is expanding its distribution footprint.

Fans of the San Francisco-based company’s vegan and cruelty-free makeup can now find a wide array of products at Ulta Beauty shelves.

“We are excited to continue the very strong momentum of KVD Vegan Beauty with expanded distribution to Ulta Beauty. This will allow us to reach new consumers, who have been asking us for years to come to Ulta Beauty,” Kristin Walcott, president of Kendo Brands said. “We can finally say, We heard you, we are coming to Ulta Beauty, and we are bringing Tattoo Liner with us! This launch will be a key pillar of our already successful 2020 re-branding as KVD Vegan Beauty. Those efforts include Ulta Beauty, incredible products and marketing, new advocates, digital leadership and our partnership with Sephoras everywhere.”

Items Ulta Beauty shoppers will be able to choose from include the Tattoo Liquid Eye Liner, Lock-It Foundation and Everlasting Liquid Lipstick, as well as such product exclusives as the Vegan Best Sellers introductory/value kit and a limited-edition, artist-designed makeup/fanny pack.

We're proud to offer beloved brands and thrilled to add KVD Vegan Beauty to our assortment,” Monica Arnaudo, the chief merchandising officer at Ulta Beauty said. As one of the most iconic, vegan, prestige makeup brands, KVD VB offers our guests products that naturally reflect their wants, needs and values. Our teams look forward to welcoming new and existing brand fans to explore and discover KVD Vegan Beauty at Ulta Beauty.

KVD Vegan Beauty will continue to be sold at Sephora locations globally, as well as other frine retailers and online at