ON a beautiful warm summer morning in early July, journalists were invited to Two Temple Place in London to attend  the launch of an exclusive brand – Kat Von D – a popular American cosmetic brand with an edge, just like its founder, is available in the UK and Ireland exclusively at Debenhams as of today.

This launch is a reaction to all the requests that the brand’s overseas fans have had since Kat Von D was founded in 2008 and sold solely in the US through Sephora stores. “I’m so excited to finally launch Kat Von D Beauty in the UK and Ireland. I can’t wait for all of my fans to fall in love with the range,” Kat Von D exclaimed, also stating how much she loves London and the way the Brits do their make-up.

“The UK beauty customer craves newness and is always on the look-out for the most exciting brands in the market. Debenhams is extremely excited to be the exclusive partner for Kat Von D Beauty in the UK [and Ireland]. The combination of Kat’s innovative use of colour and signature lip and eye looks are sure to be a great success with our customers and secure Debenhams’ position as the leading premium make-up retailer in the UK,” commented Debenhams’s beauty divisional director, Sara Stern.

The opulent Elizabethan mansion was a perfect setting for the unveiling and the vegan and cruelty-free brand made it look even more like a vampire’s home with red light, roses, candles, gothic elements and make-up being displayed on coffin-like shelves. After a thorough introduction to the brand, Kat Von D herself took enthusiastically to the stage for a Q&A, a video reflecting the rock’n’roll studded image of the brand was screened and was then followed by a demo by Erik Soto, the brand’s global make-up artist and Von D couldn’t stop singing his praises.

On the morning she was a reflection of her brand, having something of of Dita Von Teese and ‘50s pin up going on – black hair with structured waves, red lips, cat-eye, figure-hugging black leather midi-dress, lots of tattoos and an outspoken attitude. Kat Von D was – and still is – a renowned tattoo artist and musician until Sephora approached her to create her own make-up line.

Her tattooing background is apparent in the packaging – featuring stars, roses and blooming motifs – as well as the names of the products like Tattoo or Ink Liner and the idea of the everlasting as Von D prides her make-up to be extremely long-lasting and offering full coverage. Music is also a big influence on the image of the brand as lipstick cases are covered in studs and are fittingly called Studded Kiss.

We tried and fell in love with the Tattoo Liner, a liquid eyeliner in a pen with a thin and firm stroke that makes the execution of a perfect cat eye easy and really stays on all day, almost like a tattoo. The Everlasting Liquid Lipstick, at first frightening as the tube and the texture very closely resemble that of a lip gloss, was a pleasant surprise as the moist formula packed with vitamin E and sunflower seed wax soon turns matte once applied to the lips without drying them out that also lasts no matter what. The red Outlaw shade is our favourite.

Images courtesy of Kat Von D

Published 13/09/2016 at theglassmagazine.com