KVD Beauty Lock-It Foundation

KVD Beauty (formerly Kat Von D Beauty) was founded in 2008 by tattoo artist Kat Von D in partnership with the beauty incubator Kendo, a subsidiary of LVMH. Known for its high-performance, vegan, and cruelty-free formulas, the Lock-It Foundation became a cult favorite for its full coverage and longevity.

In early 2020, Kat Von D sold her remaining shares in the company to Kendo to focus on other ventures. Following her departure, the brand was rebranded as KVD Beauty, repositioning the acronym to stand for 'Kara, Veritas, Decora' (Value, Truth, Beauty). The brand remains under the full ownership of the French luxury conglomerate LVMH, though product development and manufacturing are primarily based in the United States via Kendo's operations.