Tag Archives: Behind the Brand

Behind the Brand Part 2: Kat Von D Beauty

To learn more about Kat Von D Beauty, we asked some insiders: Tara Buenrostro and Kelseyanna Fitzpatrick, two incredible vegan makeup artists who are a part of Kat Von D’s Artistry Collective. They chatted about working with Kat, Farm Sanctuary, and our June/July guest curator Skully Smith.

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Instagram kelseyannaf / Image by Kat Von D

What inspired you to go vegan?

Kelsey: The day that changed my life forever was at Circle V, a vegan festival in LA, sitting on the ground listening to Gene Bauer (Farm Sanctuary), Kat Von D and Nathan Runkle (Mercy For Animals) speak about veganism. They are such powerful and positive vegan role models. They spoke to what was in my heart and made me feel like I CAN DO THIS, for the animals, the planet, and myself. My favorite quotes that motivate me every day are from Kat “Doing our best is the least we can do” and Mercy For Animals “Do what is right. Not what is easy”.

Tara: I can list a million reasons why going vegan is the most beneficial thing you can do for yourself, animals and the planet. In the beginning, making the transition myself was not easy. I was turning a blind-eye to the truths behind animal exploitation as well as consuming animal products. When I first became vegetarian, I made that decision because of my love for animals. I was vegetarian for about 2 years and eventually started feeling guilty about dairy and leather goods. One day I finally took the plunge and gathered the courage to keep my eyes open during Earthlings, a documentary that was rumored to be graphic but would be the necessary truth I needed to convert to veganism. The reality of what animals go through for fashion, entertainment, food and scientific research and how WE, the consumer, take a life that is not ours to take is and was absolutely heartbreaking. My friend, Kat Von D told me one time that, ‘Every dollar is a vote’ that has stuck with me every time I’m put in a situation that exploits animals. I’m proud to say that those things no longer have my vote, nor hold my interest. It’s true that every “dollar” counts, because every dollar not spent on those things saves lives. People always talk about how hard it would be for them to go vegan, and I used to be able to relate to that statement. But if they could open their eyes to the truth, they would see veganism as I do: “Vegan, that sh*t’s easy!”

Recommended Documentaries: Earthlings, Forks Over Knives, Cowspiracy

 

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Tara Buenrostro / Instagram juscallmetara

What made Kat decide to reformulate the Kat Von D Beauty line to be vegan and cruelty-free?

 

Kelsey: Kat Von D Beauty has always been cruelty-free. Kat has been a passionate animal lover her whole life. She was not vegan when she started the line, but once she became vegan, she didn’t feel right producing non-vegan products. This inspired the reformulation, which Kat has worked so hard on! I agree when she says that true cruelty-free beauty is vegan.

Tara: Kat Von D Beauty was, is and has always been cruelty-free! Any and ALL Kat Von D Beauty products will never be tested on animals. The only way Kat will ever test products, is on herself! When Kat first created Kat Von D Beauty 10 years ago the line wasn’t completely vegan, nor was she. When Kat became vegan she wanted to practice what she preached and prove to the world that high quality products don’t need animal products. Even if it takes longer or costs more to find replacements, she would not stop until her line was is completely vegan. It’s inspiring to not only see Kat evolve and make changes to better the environment and save animals on a personal level, but also in her makeup line! It’s like the two are growing together. Being able to work for a brand that represents what CRUELTY-FREE is so rewarding.

We love that you support Farm Sanctuary like we do! What is it like volunteering at their sanctuaries?

 

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Image / Instagram kelseyannaf

Kelsey: I love Farm Sanctuary so much, I wish I could be there every week! The animals melt my heart. They are so sweet and the staff is so dedicated to them. We spend time playing but also work hard cleaning their barns, laying new hay, and helping rebuild the sanctuary. I learned about where each animal came from, their personalities, and the horrors of the animal agriculture industry. Although it is heartbreaking, their ability to forgive and love humans gives me the strength to stick up for them!

 

Tara: Volunteering at Farm Sanctuary was one of the most inspiring days of my life. Not just because of the animals, but because of the people who take the time out of their lives to save another. Loving these animals is so rewarding. The way these animals look at you will melt any heart.

What is your favorite vegan restaurant?

Kelsey: In my hometown, Vancouver BC, my favorite is Virtuous Pie (pizza)!

Tara: CROSSROADS in Los Angeles! Holy Mackerel! The first time Kat took me there I couldn’t believe the entire menu was vegan.  It was the best food I had ever tried. The Crossroads Impossible Burger and Kale Salad is mouth-watering and unbelievably delicious!

Three words to describe yourself.

Tara: Compassionate, Hard Working, Creative

How do you stay balanced in your life?

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Image / Instagram kelseyannaf

Kelsey: I wouldn’t say I have a particularly balanced life, but, I try to stay focused on what is really important to me, instead of forced obligations. I give myself breaks, and try to make time for a few people I love.

Tara: My husband, my dog, and COFFEE keep my feet on the ground. I am nothing without them! As for my diet, I do not miss dairy or meat at all. To stay balanced when being vegan I recommend stop making excuses and comparisons, truly educate yourself, embrace the changes and stay motivated!

What is your daily morning routine?

Kelsey: I start with my skincare routine using Luminance Skincare, listen to music and play with my dog Loki!

Tara: I can honestly say I don’t have an exact routine besides saying a prayer,  brushing my teeth and feeding my dog! Every morning is different with my husband’s job, as well as the amount of traveling I do with the Kat Von D Beauty Artistry Collective. I at some point try to find or make myself an iced coffee with a splash of coconut milk, and eat some sort of cereal or on-the-go vegan coconut cookies from Starbucks! They’re delicious!

You are friends with our guest curator Skully Smith. What’s your favorite thing about her?

Kelsey: I have never met Skully myself, but she is close with my friends. I love that she is a passionate vegan.

Tara: I met Skully through my friend Leah and started following her on social media years ago. When I was becoming interested in veganism, I reached out to her many times with questions. She was always so nice and helpful in her responses. In following Skully and watching her posts about animal cruelty, I found myself inspired to educate myself on the truths. I can honestly say Skully inspired me initially to make the transition from eating meat, to becoming vegetarian. She posted about a documentary called COWSPIRICY and that was truly the start of my road to becoming vegan. I love Skully because she has always been so helpful and her compassion for animals shines – THANK YOU SKULLY!

Behind the Brands: Kat Von D Beauty

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Image / ClearlyVeg.com – LAIKA Magazine – melissjs

She is known as a famed tattoo artist, but Kat Von D changed the game with her vegan and cruelty-free makeup line, Kat Von D Beauty. Her most popular Everlasting Liquid Lipstick is a favorite with makeup artists, celebrities, bloggers and influencers, and makeup lovers everywhere. We are so excited to feature the shade Lovecraft in our June/July box – in addition to being vegan and cruelty-free, we were thrilled to discover the new formulation of the lipstick is also toxin-free!

We had the chance to chat with Kat about what inspired her to go vegan and what she loves about her BFF (and our guest curator!) Skully Smith

What inspired you to go vegan?
After watching the documentary, Forks Over Knives, the connection between what we put in our bodies and our health really hit home with me.  I had been a vegetarian for years prior to watching that film, but after that, I dropped eggs and dairy right away and have never looked back. But it wasn’t until I learned about the thousands of ways we exploit animals on a daily basis, that I really became vegan for reasons outside myself.  I encourage everyone to watch the documentary, Earthlings, to really get a grasp on what we as human beings are doing to the animals and to the environment.

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Image / Instagram thekatvond

What made you decide to re-formulate your Kat Von D Beauty line to be vegan and cruelty-free?

When I first created KvD Beauty ten years ago, I was not vegan at that time. Hell, I wasn’t even sober yet! So it was only natural that the more I learned about veganism, the more I needed the ingredients in my beauty products to align with my morals. And yes, it took a lot of work, a bit of money and patience, but it was well worth it!

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Image / LAIKA Magazine – melissjs

We love that you support Farm Sanctuary like we do! What is it like volunteering at their sanctuaries?

Volunteering at Farm Sanctuary is truly a selfish act for me, considering how much joy it brings me. Being able to spend time with these lucky animals who have survived the tortures of factory farming and animal abuse gives me a certain amount of hope. As an animal activist, I find it vital to be able to see the other side of the harsh truth out there – and it’s a perfect place for people like me, who somehow became so disconnected with the human and non-human animal connection.

What is your favorite vegan restaurant?

Crossroads in Los Angeles.  Hands down.  I could eat there forever and die happy.

Three words to describe yourself?

Trying my best.

How do you stay balanced in your life?

Hm. I wish I truly knew balance, but in all honesty I think its my instability that makes it possible for me to do so much.  I think being as hyper sensitive and obsessively passionate about creativity makes it extremely difficult to balance relationships and socializing in general. I tend to be the happiest in my solitude.

What is your daily morning routine?

My daily routine varies depending on what projects I’m working on or my travel schedule.  But for the most part I wake up quite early, cuddle cats in bed before working out and breakfast, and then dive straight into whatever the day may offer.

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Image / Skully Smith

You are friends with our guest curator Skully Smith, what’s your favorite thing about her?

I love Skully for many reasons – but one of the things I admire the most is her ability to be a modern day representation of a vegan.  No offense to the stereotypical vegan out there who likes to eat granola and wear hemp Birkenstocks, but I myself, am a modern vegan. And I think its important to show the world that standing up for animals doesn’t mean sacrificing ones personal style, and Skully makes being vegan sexy as fuck.

Behind the Brand: Interview with 100% Pure Founder

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100% Pure is one of our favorite beauty brands (we featured two products in our April/May box!), so we hopped at the chance to ask Susie Wang, 100% Pure’s cofounder and chief creative officer, the following questions. As a beauty product innovator and cruelty free advocate bringing us organic and clean beauty, Susie leaves us very inspired!

You are a leader in the clean beauty space, how long have you been around?

I first entered the beauty industry in 2000 because when I was a freshman at UC Berkeley, I bought a vitamin C serum that oxidized and I figured out how to stabilize vitamins from oxidizing in skincare. I patented my invention which attracted the attention of 3 of the largest cosmetic companies which recruited me to work for them. I began working with these 3 large cosmetic brands on their technology, innovation and their formulas. After working with them for 5 years, I learned about all the toxins in cosmetics which inspired me to start 100% PURE.

Why is it important to have a cruelty free brand?

I have a passion to help animals and refuse to support anything that hurts animals. I am currently working on helping to find ways to end the Yulin festival in China. For now, I’m supporting Yang XiaoYun in China who goes to the festival to buy the dogs (IG @friendsofyang) By supporting 100% PURE, it gives us the resources to end animal cruelty and to keep doing good for people.

NakedIIretouchedWhat is the most fun part of your business?

The most fun part is creating the healthiest products for women and supporting animal based charities.

What is the most challenging part of your business?

I’m always working on innovation and technology so the most challenging part of what I do is finding improved / healthier ways to make an even better formula, delivery system, packaging, etc.

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Which of your products is your favorite?

I am currently loving our 100% PURE BB cream and 100% PURE’s Lip and cheek tint. And every single night, I use the 100% PURE Retinol Restorative Overnight Balm.

What is the importance of being 100% Pure to you?

When I walk into a cosmetics store, I feel there should be warning signs in the store and warning labels on the products just as there’s a warning label on tobacco products because most cosmetics contain a ton of toxins that are dangerous and unhealthy for our health and skin. 100% PURE products give you even better results you expect from cosmetics but without the toxins that’s in most other products so there’s no reason why you wouldn’t ant to use 100% Pure.

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What is your daily routine (or first thing you do in the morning)?

Kiss my puppies good morning and say a short prayer to thank God for my life. I then jump out of bed for a quick workout and then eat a vegan coconut yogurt with berries and granola. Then I go to work. Usual lunch for me is tofu mushroom soup or a kale salad. Afterwards, I either meet up with a friend, go on a date or spend the evening by myself in a spa or at home reading or watching a movie. For dinner, I mostly eat soup or another salad. During the weekend is when I indulge in whatever I want to eat but during the week, I keep my diet simple and light.

One word that best describes you?

Grateful

We hope you enjoyed reading about one of our favorite vegan beauty and skincare brands. Thank you for visiting the LOVE GOODLY blog, where we promote a cruelty-free and nontoxic lifestyle!

Behind the Brand: One Love Organics

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Our coveted Earth Month box is a hit with press, bloggers, and influencers — and they cannot stop raving about the Love Springs Eternal Youth Preservation Serum included inside each box! We wanted to know more about the One Love Organics brand and the woman behind it – introducing founder Suzanne LeRoux and what inspired her to start one of vegan beauty and skincare’s top brands.

What inspired you to start One Love Organics?

I have always believed in the power of a well-executed beauty ritual and in the healing power of nature. I was born and raised on a farm in Georgia, where my pharmacist dad taught me the value of combining science and nature to create a holistic approach to health and beauty. Throughout college and law school, I relied on the grounding power of my self-care ritual to boost my physical and mental wellbeing. I loved it so much that I embarked on formal studies in aromatherapy, herbology, and cosmetic chemistry while practicing law full time. After having my sons, my commitment to health and wellness deepened and I was inspired to create clean products that were effective, luxurious, elegant, and supported a healthy lifestyle. My husband, Chase, encouraged me to put my appreciation of nature, analytical abilities, and serious love of a good serum to use to develop the brand.

What is the most fun part of your business?

Making skincare! Unlike most beauty brands, we formulate, manufacture, and package everything ourselves at our small but high tech lab on St. Simons Island –a barrier island off the coast of Georgia where we have lived for over 16 years.

What is the most challenging part of your business?

Making skincare! It took a full year to learn how to best manufacture our products, find the right location, equipment and staff. But what seemed like a daunting task in the beginning has proven to be our smartest business decision. We are not dependent upon the business acumen of a third-party lab. We can ensure that each batch meets our very high expectations. And we have created much-needed jobs in our local community.  We also earned the license to manufacture natural and organic cosmetics under ECOCERT ® standards. One Love Organics now owns the only ECOCERT® licensed manufacturing facility for natural and organic cosmetics in the state of Georgia and is 1 of only 10 such facilities licensed in the United States.

Which of your products is your favorite? 

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The first product I created and one of One Love Organics’ bestseller:  Skin Savior Balm. The ultimate multi-tasker, Skin Savior removes dirt and makeup without stripping the skin, moisturizes, illuminates and even turns mineral powder into a glowing foundation treatment. It’s my desert island product!

What is the importance of clean (nontoxic) beauty to you? 

I created One Love Organics to offer a simpler, cleaner approach to beauty. After the birth of my two sons, who are 20 months apart, I felt an overwhelming need to simplify everything, including my beauty routine. I wanted to get back to the essentials. For me, the essentials needed to be effective, pure, safe for my whole family, of the highest quality and serve multiple purposes to earn a spot on my bathroom counter. For example, I dreamed of a cleanser that was great for my face that I could also use in the tub with my babies. I imagined a moisturizer that worked not only for me, but also my husband and my boys. We focus on a few supreme products, not up-selling a medicine cabinet full of mysterious jars. Women have really responded to and appreciate our honesty. You really don’t need a bunch of “stuff” or chemicals to look great and have a truly effective routine.

What is your daily routine (or first thing you do in the morning)? 

Every morning, I drink water, take my supplements, brush my teeth, turn on my favorite music and jump in the shower. I use a gentle foaming cleanser like our Easy Does It Foaming Cleanser from head to toe then while my skin is still damp, I spritz Gardenia + Tea Body Serum for moisture and I just wrap my towel around me and air dry. Then to get ready, I apply a few drops of my favorite serum, moisturizer and then brush on minerals for a bit of color and SPF coverage. I sprinkle dry shampoo in my hair and I am out of the door!

SuzanneLeRouxHeadshot2016.jpgThree words that best describe you?

Happy, courageous, optimistic.

Who is your lifestyle icon?

My lifestyle icon is not a person per se but rather a philosophy. My husband and I both are dedicated fans of the simple living movement. We read The Simple Living Guide by Janet Luhrs when we first got married and it inspired us to make changes. We learned that living simply is not about being frugal or living on a tight budget. It is not about being a minimalist aesthetic or denying pleasure. Rather, living simply is about being fully aware of the choices you make and the life you live and seeing the relationship between the two. We found there is less clutter. Less debt. Less stress. But also so much more. More joy. More freedom. And much more of the things that really matter. This deliberate approach helped us transition from our unhappy careers as attorneys to creating One Love Organics.

Click to subscribe to LOVE GOODLY’s box featuring the One Love Organic’s Love Spring Eternal Youth Preservation Serum (valued at $75) — shipping now while supplies last!