Before there were Kylie Lip Kits, there was Kat Von D's makeup line.
Kat Von D's transition from tattoos to make-up first started way back in 2008, when the youngest Jenner was only 11 years old, and it became one of the first majorly successful celebrity beauty lines on the market.
And now Kat Von D is making a surprising change to her massively successful beauty empire -- she's going to make it 100% vegan.
The move is a personal one, since Kat herself is a vegan and animal rights advocate. The former star of "LA Ink" opened up to vegan lifestyle magazine Laika about the switch, and what it means for longtime fans of her brand.
"When I launched [the line,] I was not sober; I was not vegan yet. So I had no idea about ingredients in formulation," Kat shared. "I would always think it was funny when brands would be like, 'Oh, we're vegan.' Yeah, well, you don't eat lipstick. [I was] super ignorant, you know?"
Back when the line started in 2008, the collection was available as a limited-edition collection at Sephora. Kat's original intent was to "come up with the four most perfect shades of red lipstick," and when the line took off Kat Von D Beauty was born.
Eight years later, Kat continues to be a large presence in the beauty industry, and is using her fame for good. Even before going vegan, her line has always been dedicated to being cruelty-free and never testing on animals, which has cost the star major business in the past. When faced with the opportunity to expand her products and sell in China, Kat turned down the offer due to the fact that animal testing is still mandated in the country. "The numbers are huge but is it worth it? No, f--- no! If anything, the punk rocker in me gets more excited to be against it," the star explained of the business decision.
This new switch to all vegan ingredients is just Kat's next step to being even more animal friendly. It will entail the elimination of two common animal byproducts often used in makeup -- beeswax and carmine (a dye that is make out of beetles' wings).
And just like refusing to expand into China, Kat's serious about the integrity of the vegan switch. The star has vowed to ditch colors that they're not able to replicate due to the new vegan initiative.
"We have been reformulating anything that had carmine in the past, and if we can't reformulate, we just throw them out," Kate told Laika magazine. "I can live without a purple eye shadow, it's fine."
"It wasn't until last year that I was like, 'What the f--- am I waiting for?'" the star shared about the recent decision. "I have a platform, and this, to me, is the No. 1 most important issue on this planet."