Home' INSTYLE Magazine : INSTYLE JANFEB 2015 Contents "Our philosophy is,
'do you want red?' well let's
just cut the bullshit and
give you the best red ever"
KAT VON D
pigment. We also have a triple milled formula which is super fine,
making for easy application which is how you get those really bold
colours that withstand the test of time," Kat explains.
Perfect for us Aussie's sweating it out in high humidity, not to
mention those summer nights that bend into mornings.
"I haven't spent much time here but from what I've seen A)
Australia is so fu*king excited to finally have Sephora, but I also
think they're going to especially love the (Kat Von D) line because
of the long wear and the general durability of it."
"Walking around yesterday I didn't have to touch up my face
once, and you guys are quite humid here right now, so not having
to re-apply is so nice. And for someone like me who likes to have
defined arched eyebrows, if I didn't have my makeup line in this
heat, I would probably look like Marilyn Manson now. I'd have no
eyebrows," laughs Von D.
Like all successful people, Kat has been hugely hands on
throughout the entire process of her line, "from the beginning,
giving birth to the idea to the formulation process to component
design, artwork, packaging and shadings," she's been across it all,
persevering for a standard none less than sublime.
e logo is hand drawn by Kat herself and represents both her
vision as an artist and a symbol of integrity truly shaping the Kat
Von D way.
"Nothing here is made by computer," she says, watching me
soak in the sexy black studded range and its rich, popping palette.
"I think what has really worked well for me is to take a
conscious hard look at whatever it is I'm creating and make sure
that it's a small amount with high quality versus a large amount
with no quality."
"I've always been a fan of etsy or anything that's handmade,
I love that stuff, because there is that human imprint. I'm quite
turned off by technology and the modern world when it comes
to music, television, movies and makeup. I'm not interested in
chemicals that make my lips big, I just like the art of it, to me I
think sticking to my guns and really focusing on that makes for
a good anything - a good product," Kat reflects.
Kat shares an anecdote where at one point she had four
fragrances on beauty counters throughout the US. While all were
successful and each with their own, powerful story, Kat asked
'do I really need four fragrances?' e response was 'no,' so she
"Even though this (makeup range) looks like a lot, you have no
idea how huge the sku was, but I think its better this way. I hate
going to restaurants and there's like pages and pages of meal
options and while you thought you just wanted a sandwich, now
you're confused," she analogises playfully about the modern
approach to beauty and mass consumption.
"So with the Kat Von D line, our philosophy is, 'do you want
red? Well let's just cut the bullshit and give you the best red ever.'"
And that's why the new Kat Von D Studded Lipstick is currently
Sephora's number one selling lipstick line in the US.
Glancing over the entire Kat Von D cosmetic range laid out
before us, while there are A-grade products in the categories of
foundation, liners, mascaras and concealers, there is definitely
a focus on lip wear. Kat has broken down her lip category into
two sections with one defined by the sought after Studded Kiss
formula and the next by a 30-shade strong matte satin-finish
with a 24 hour promise: Everlasting Liquid Lip.
"For me, I like the Everlasting Liquid Lip most of the time,
especially if I have a long day. You can eat, you can make out for
20 minutes and you're lipstick still looks so fuc*ing perfect!"
According to Kat, as a celebrity, it's really easy to "put your
name on anything," she knows that, and also recognises that
if it weren't for her profile on Miami and LA Ink, she probably
wouldn't have the pleasure of empowering women through
colour and definition, every day, with her own makeup line.
And that's why Von D is different, she's sincere, and how many
beauty brand's offer product built on sincerity?
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