What KVD Beauty does

KVD Beauty, operating under the legal entity KVD OpCo LLC, is a direct-to-consumer vegan and cruelty-free cosmetics brand founded in 2008 and headquartered in San Francisco, California. The company sells a focused color-cosmetics portfolio across eye (Tattoo Liner, Tattoo Pencil Liner, Dazzle Eyeshadow Stick, Full Sleeve Tubing Mascara, Go Big Or Go Home Mascara), lip (Everlasting Hyperlight Liquid Lipstick, Everlasting Lip Liner), and face (Good Apple Foundation Balm, Shade + Light Contour Palette) categories at unit prices ranging from $13 to $52.50, with curated Artistry Set bundles priced between $65 and $90. Product differentiation is anchored in proprietary formulation technologies including 24H TAT-TUBING mascara technology, waterproof long-wear systems across eyeliner and mascara SKUs, and transfer-proof systems for foundation and liquid lipstick, all combined with high-pigment, ink-like color payoff.

The business is operated exclusively as a direct-to-consumer brand through a Shopify-based e-commerce storefront at kvdbeauty.com, with no disclosed third-party retail, marketplace, or physical distribution. Revenue is generated through one-time unit-priced product sales, supplemented by bundled Artistry Sets, gift cards, and ongoing promotional mechanics including a persistent 20% sitewide code (SIN20), bundle discounts of 29-37%, and a 60% "Last Chance Icons" clearance rotation. Marketing relies on top-of-funnel organic social presence across Instagram, TikTok, Facebook, and YouTube, with mid-funnel email newsletter capture and the website itself functioning as the bottom-of-funnel conversion point. Target customer segments are horizontal personas — vegan/cruelty-free-conscious beauty consumers and "Beauty Rebels" seeking high-pigment, long-wear performance — served primarily in the United States with latent international shipping capability. The company employs 11-50 people and operates without disclosed external funding, acquisitions, or institutional ownership.

Name

KVD Beauty

Legal name

KVD OpCo LLC

Website

https://kvdveganbeauty.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

KVD Beauty is a San Francisco-based direct-to-consumer vegan cosmetics brand founded in 2008 that sells high-pigment, cruelty-free makeup — including its flagship Tattoo Liner — exclusively through its Shopify e-commerce storefront to U.S. beauty consumers.

Ownership category

akta.pro rank

Product category

Vegan Cosmetics & Cruelty-Free Makeup

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF), Natural & Clean Fragrance (CRABADAG)

Keywords

• Vegan makeup
• Cruelty-free cosmetics
• High-pigment eyeliner
• Long-wear mascara
• Waterproof liquid lipstick

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct Product Sales: KVD Beauty generates revenue through direct-to-consumer sales of vegan makeup products including eyeliners, mascaras, eyeshadows, foundations, and lip products via their e-commerce website. Products are sold at various price points ranging from $13 to $90+, with regular promotional discounts and bundle offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

KVD Beauty manufactures and sells 100% vegan and cruelty-free makeup products directly to consumers through its e-commerce website kvdbeauty.com. The product range spans high-pigment eyeliners (Tattoo Liner, Tattoo Pencil Liner), mascaras (Full Sleeve Tubing Mascara, Go Big Or Go Home), eyeshadow sticks (Dazzle), lip products (Everlasting Hyperlight Liquid Lipstick, Everlasting Lip Liner), and face products (Shade + Light Contour Palette), plus bundled Artistry Sets sold at unit price points from $13 to $90.

Product overview

KVD Beauty is a vegan makeup brand offering high-pigment, high-performance, cruelty-free makeup inspired by tattoo artistry. The product portfolio centers on the Tattoo Collection (eyeliners including Tattoo Liner and Tattoo Pencil Liner), Everlasting Collection (liquid lipsticks and lip liners), Dazzle Collection (eyeshadow sticks), and Good Apple Collection (face products). Additional offerings include mascaras (Full Sleeve and Go Big Or Go Home), bundled Artistry Sets, and digital gift cards. All products are 100% vegan and cruelty-free, featuring waterproof long wear, ink-like pigment, and needle-sharp precision formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Tattoo Liner Waterproof Liquid Eyeliner

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• e.l.f. Beauty: Mass-market color cosmetics brand with vegan/cruelty-free positioning across eye, face, and lip. Direct peer to KVD on category coverage, ethical positioning, and price-disciplined DTC-plus-retail distribution.
• Fenty Beauty: High-pigment, performance-driven color cosmetics with strong cultural brand identity and global retail distribution. Directly comparable to KVD on product positioning (bold pigment, long wear) and target consumer (beauty enthusiasts seeking performance).
• Rare Beauty: Founder-led, social-first DTC color cosmetics brand emphasizing performance and shade range. Comparable to KVD on DTC-led GTM motion, multi-category face/lip/eye portfolio, and reliance on organic social for acquisition.
• Urban Decay: Edgy, performance-focused color cosmetics brand anchored by long-wear eyeliner and eyeshadow franchises. Directly comparable to KVD on category emphasis (bold eye, long wear), alternative aesthetic, and similar price points in the $20-$30 hero SKU range.
• Too Faced: Performance color cosmetics with playful branding and full eye/lip/face catalog. Comparable to KVD on positioning (high-pigment, cruelty-free), price tier, and product categories (mascara, liner, liquid lipstick, palette).
• Lime Crime: Vegan, cruelty-free color cosmetics brand with bold-pigment identity and DTC-led distribution. Direct peer to KVD on ethical positioning, bold-aesthetic target consumer, and indie-DTC GTM model.
• ColourPop Cosmetics: Vegan, cruelty-free, digitally-native color cosmetics brand selling affordable high-pigment product across eye, face, and lip. Directly comparable to KVD on vegan positioning, social-first GTM, and rapid SKU expansion.
• Milk Makeup: Clean, vegan, cruelty-free color cosmetics brand with multi-format sticks and tinted skin products. Comparable to KVD on clean/vegan positioning, social-native brand voice, and multi-category face/eye/lip portfolio.

Emerging players

• Pat McGrath Labs: Premium high-pigment, high-performance color cosmetics with artist-founder positioning. Comparable to KVD on high-pigment, long-wear performance technology and artist-inspiration brand storytelling, though at a meaningfully higher price tier.

Broad incumbents

• NYX Professional Makeup: Mass-market professional color cosmetics brand with broad retail distribution and cruelty-free positioning. Comparable to KVD on category breadth and price points, though NYX operates at a larger scale and through drug/mass channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/kvdbeauty?
• Facebookfacebook.com/KVDBeauty
• Instagraminstagram.com/kvdbeauty/?hl=en
• TikToktiktok.com/@kvdbeauty?
• Xx.com/KVDBeauty
• LinkedInlinkedin.com/company/kvd-vegan-beauty

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KVD Beauty