Ten years after launching her ‘highly pigmented’ makeup brand inspired by tattoo inks, Kat Von D has finally moved into the brow market with highly Instagrammable colour.
Launched to Australian beauty influencers in Melbourne last week by Kat Von D Beauty’s global makeup artistry team (Kelseyanna Fitzpatrick, Tara Buenrostro, Steffanie Strazzere, and Leah Carmichael), the new collection promises to “give every user the power to personalise brows any way they want, in any shade they want”.
Kat, who used tattoo liner on her brows “for years because she couldn’t find a product that delivered the high-intensity colour and waterproof long wear she wanted” has “pushed the boundaries to create the ultimate brow collection for herself and everyone”.
She told Allure magazine that the idea of adding colour into the collection was inspired by fans “posting colourful eyebrow pictures using our liquid lipsticks”.
“I think that’s really cool because you know the formula, although it’s not designed for the eye, it can work on an eyebrow,” she said.
“But if you were to wear it [liquid lipstick] all day, it’s probably going to flake and crack because the formula’s not designed to adhere to hair… I wanted to make a formula that actually looks great all the time in real life.”
The new Kat Von D Beauty collection features:
The Kat Von D Beauty 24-Hour Super Brow Long-Wear Pomade promises “high-impact, budge-proof, smudge-proof brows that don’t come off until you want them to”. It is available in seven neutral brow tones, seven artistry colours (Aubergine, Daffodil, Lemmy Green, Magenta, Roxy Purple, Satellite Blue and Scarlet), ‘White Out’ and ‘Bleach’ so “the power to craft any brow imaginable is finally a reality”.
Kat Von D Beauty Brow Struck Dimension Powder is “the first brow powder to deliver waterproof, smudge-resistant brows for up to 12 hours”. Inspired by Kat’s technique for drawing realistic portraits and available in seven shades, Brow Struck is a “3D semi-metallic powder that mimics the natural sheen of real hair for real-deal dimension and volume”.
Kat Von D Beauty Signature Brow Precision Pencil is an “ultra-skinny pencil” that features “the first-ever 1 x 1.5mm elliptical tip for a microblade look that you control”. “The long-wear, break-resistant formula is extra-hard yet softens on contact with the natural oils of brow hair, for buildable, not instant, payoff” so users can layer colour with confidence to achieve any custom brow look.
Kat Von D Beauty Pomade Brow Brush #70 has angled bristles “to deliver extreme control and effortless strokes” as well as a tapered brush handle that doubles as a mixing spatula.
Kat Von D Beauty Powder Brow Brush #75 features a combed design that
“deposits and blends the powder as it grooms brow hair”.
Best known for her work as a tattoo artist on the reality television show LA Ink, which premiered in the US in 2007, Kat launched Kat Von D Beauty in 2008.
Built on the motto of empowering users to “break the beauty rules” and “unleash their boldest self”, the artistry-inspired brand is renowned for its water proof eyeliners, dramatic eye makeup, prismatic highlighters and liquid lipsticks.
It is distributed in 35 countries across North America, Latin America, Europe, South East Asia, Australia, the Middle East, Scandinavia, the UK and Ireland via Sephora, Naimies, Debenhams and www.katvondbeauty.com.