- KVD Beauty has replaced the cult-favorite Everlasting Liquid Lipsticks created by Kat Von D.
- The new ones are said to be more comfortable, and don't feature Von D's artwork on the packaging.
- The makeup brand has also changed Von D's controversial lipstick shade names, including "Lolita."
The cult-favorite Everlasting Liquid Lipsticks created by Kat Von D have officially been replaced.
KVD Beauty, the makeup brand that is no longer affiliated with the controversial tattoo artist, announced on Sunday that it's given the popular lip products — which were one of the first long-wear, liquid lipsticks to hit the market — a complete makeover.
The $22 products are now called Everlasting Hyperlight Liquid Lipsticks, and they've been repackaged in simple tubes without Von D's name or famous tattoo-style illustrations.
The new lipstick formula is also said to be more comfortable than the previous version.
KVD Beauty is currently selling 21 shades of the new lipstick, all of which match colors that were previously featured in the Everlasting Liquid Lipstick line.
The names of the shades, however, have been changed. The controversially-named "Lolita" lipstick, for example, is now called "Queen of Poisons."
The mauve shade has long been a fan favorite, though its original name has been the source of backlash. Some fans suggested it was inspired by famous literature, while others argued that, because it was launched in a collection called "Fetish" alongside lipsticks named "Underage Red" and "Misfit," they felt the "Lolita" name glorified abusive relationships and grooming.
The new lipstick names, according to a press release sent to Insider, are inspired by "poisonous plants and bizarre blooms."
Finally, in place of Von D, KVD Beauty has tapped a new, tattooed celebrity to promote the line: Paris Jackson.
Von D announced in January 2020 that she'd sold her shares of her former makeup line, which she first created in 2008.
She said she wanted to focus on other ventures — including her designer shoe line and music career — and being a mom. The former makeup mogul also partially blamed influencers for changing the beauty industry.
In March 2021, Von D expressed her wish for KVD Beauty to remove her initials from its brand altogether, saying in an Instagram comment: "I have absolutely nothing to do with that brand, and to be honest, wish they'd change the name altogether already so I wouldn't be associated with it. ❤️"
KVD Beauty has not publicly announced any plans to do so, but it has slowly started phasing out the products created while Von D was still involved in the brand. Any remaining items are now being sold on clearance.
Representatives for Kat Von D did not immediately respond to Insider's requests for comment.