ABOUT OUR VEGAN & CRUELTY-FREE MAKEUP
We’re proud to lead the vegan & cruelty-free makeup movement. We’ve been cruelty-free since our launch in 2008 and will be forever. Our first vegan makeup product launched in 2010—our iconic Tattoo Liner—and we became a fully vegan cosmetics brand in 2016. All of our products are, and always will be, high-performance, 100% vegan and cruelty-free. You have our word on it.
2008
Our beloved brand was born, cruelty-free from the very beginning
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2010
Launched our 1st vegan beauty product, Tattoo Liner
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2015
Began reformulating all products to be 100% vegan
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2016
Officially 100% vegan!
Join us on our mission to create better products for people and the planet, and to make every makeup kit cruelty-free. Our products are proudly made with love, not animals.
As animal lovers, we’re committed to protecting our furry friends. To help support the cause, we’ve donated more than $750,000 through our partnerships with animal rights and rescue charities.
Vegan means our formulas don’t contain ANY animal-derived ingredients (including insects).
Cruelty-free means KVD Beauty never tests on animals—and never will. We only sell our products in regions, channels and product categories that don’t require animal testing. We will not sell in certain countries where it’s legally required to test on animals, such as China, until those laws change.
Being both vegan & cruelty-free is so important to us because we are firm believers in supporting a healthier, happier planet for humans and our furry friends.
We will never test on animals and will never use ingredients made from animals or insects. See the No-Go List below for more details.
READ MORE ABOUT THE VEGAN BEAUTY TREND
Hello Giggles: Vegans are taking over the beauty industry, and it’s about time
We shattered the myth that vegan makeup doesn’t perform. We combine the best of Mother Nature and high technology to create unbelievable, high-performance vegan makeup products, without sacrificing the rich pigment and long wear we’re known for.
To do this, we’ve spent over 10 years reinventing the formulation process in the labs, banning all animal ingredients commonly used in cosmetics and discovering new vegan replacements. We never stop searching for the latest innovations and we’re always evolving to push the boundaries of vegan performance.
We have teams of people, including product developers, manufacturers and regulators, dedicated to ensuring all of our products are 100% vegan and cruelty-free. That means extensively reviewing and checking each individual ingredient that goes into our formula is completely free of animal-derived ingredients.
WE ARE PROUDLY ON THE FOLLOWING VEGAN AND CRUELTY-FREE LISTS:
We replace commonly used animal-derived ingredients with smart vegan alternatives—like olive oil and bamboo powder—to avoid harming creatures, without sacrificing the performance we’re known for. Here’s a list of some of the most commonly used animal ingredients in makeup and skin care that we will never use.
OUR MOST POPULAR VEGAN BEAUTY PRODUCTS
Tattoo Liner
OUR 1st 100% VEGAN PRODUCT
For bold, all-day wear
Everlasting Liquid Lipstick
NO CARMINE
We use a kinder vegan alternative to this ingredient
(derived from beetles) for reds and purples that still pop
Lock-It Liquid Foundation
OPTIMIZED COATED VEGAN PIGMENTS
Ensure the truest color payoff for a flawless finish
PLANT-BASED GLYCERIN & MINERAL CALCIUM
Help condition skin
Lock-It Powder Foundation
RICE POWDER EXTRACT
Blurring skin conditioner delivers a soft-touch feel
KAOLIN CLAY
Helps absorb excess oil for a flawless matte finish
Go Big or Go Home Volumizing Vegan Mascara
NO BEESWAX
Instead of this common mascara ingredient, we use a plant-based
blend of olive and sunflower oils
We all know a vegan diet can help support a healthy planet. At KVD Beauty, we’re taking vegan to the next level with new earth-conscious initiatives.
We offer several refillable and reusable products to help reduce waste:
Shade + Light Face Contour Palette
But we’re just getting started. Our 1st fully recyclable palette debuted in 2020, and we’re developing refillable and reusable packaging wherever we can. This is only the beginning of our efforts, so stay tuned for what’s next!
We believe in a connection between beauty and our values: What we stand for and what we won’t let slide. It means showing compassion with conscious consuming, while staying true to yourself with creative self-expression and cat eyes for all!
We’re passionate about being vegan because we care—about animals, about the planet and you, our beloved community of insiders and outsiders, everywhere in the world.