April 28, 2016

We’ve waited way too long for this: from July this year, we’ll all be able to stock up on the cult Kat Von D Beauty Tattoo Liners and Everlasting Liquid Lipsticks at local Sephora stores.

It’s hard not to freak out, because for such a long time now, beauty junkies here have been clamouring for the brand, one of the most popular in US Sephora stores, to be stocked in Sephora Singapore. All the while it seemed like it wasn’t going to happen, until a few months ago, when we heard whispers that things might finally be changing… and before we knew it, we received invites to the official media launch of Kat Von D Beauty here in Southeast Asia, where we got a chance to finally try out the products we’ve heard so much about, and meet Kat Von D herself!

Photo 27-4-16, 14 37 04


“I’m really excited and curious as to how people in Singapore will respond to the makeup line, because I truly believe I subconsciously created it for you guys and the weather here,” she tells us. She couldn’t be more right, especially considering the weather we’ve been melting in recently: with product names like the Lock-It Foundation and Tattoo Liner, these formulas are made to not budge from your face.

Another thing you’ll love about Kat Von D Beauty is the sheer range of shade options for both the complexion products and the lip colours. Von D hasn’t been afraid to include shades like ultra-pigmented black and green amidst traditional reds and the currently-popular nudes. But that doesn’t mean you a have to be super daring with makeup to wear her brand.

“Well, I think a lot of people have the misconception that our makeup line is designed for people who look and dress like me, and that’s not the case,” says Von D. “The beauty of it is that there’s a duality to it that anybody in any age range in any culture, sub-culture, musical preference will love the makeup line.” Case in point: the Lock-It Foundation. It may be a full coverage formula with a matte finish, which isn’t everyone’s favourite texture, we know – but Von D suggests mixing in a bit of her Lock-It Featherweight Primer for a lighter and dewier finish.

If you’ve had your eye on Kat Von D Beauty for awhile now, we’re sure you already know what you’re going to grab from the Sephora shelves the moment the brand officially launches in July. If you’re not as sure, for starters, you can make a beeline for the Tattoo Liner and Everlasting Liquid Lipsticks – they’re not Sephora USA’s bestselling lipstick line for no good reason (we hear people practically fight each other to get their hands on coveted shades like Lolita, a dark pinkish nude). As we count down to July, we’ve rounded up six of the most iconic Kat Von D Beauty products that you’ll definitely have to try, and got Von D herself to tell you why you’ll love each one:


1. Tattoo Liner, $32

tattoo liner

This liquid eyeliner is quite legendary indeed. Besides the formula that promises to stay on for a full 24 hours – like a day-long tattoo – the brush is made up of precisely 325 bristles to allow full control whether you want a super-fine line, or a thick cat eye. “People are really intimidated, I think, if they don’t know how to wear eyeliner,” says Von D. “They’re really scared of doing it because they haven’t practiced it, but the component really makes it super easy, so I think the person who’s a rookie or amateur is going to love it just as much as the pro makeup artist.” Take note, if you think you’re an eyeliner amateur.


2. Studded Kiss Lipstick, $32

studded kiss lipsticks

These are available in a whopping 39 shades, each one super-pigmented and in a matte finish. And they all come in a gorgeous black studded tube that’s super badass. “We have this Color Cushion formula that we patented, so it has a 10-hour claim on it. Although it’s not 24-hour wear, it still has a nice comfortable matte finish that’s not going to fall off, or feather or bleed. I think when it comes to really highly pigmented shades, that’s something that’s very important, because nothing looks worse than red lipstick that’s bleeding into your whole face,” says Von D. We definitely agree.

Don’t expect her to launch glosses anytime soon, though, if shiny lips are more up your alley. Von D’s a matte lip kind of girl, through and through. “I was talking to my development team and they’re like, gloss is making a comeback. I’m like, I know, but I f*king hate gloss! I have hair and how do people wear pigmented gloss and not get it in their hair? I don’t know, I think it only looks good in pictures. I kind of just stay away from gloss, but you know, there are other companies that will make gloss for you,” she tells us with a laugh.


3. Everlasting Liquid Lipstick, $31

everlasting liquid lipsticks

We’re the most excited about this one. The 26 shades go on so pigmented, and although they’re matte, Vitamin E and sunflower seed wax make sure they don’t dry our your lips without compromising on the lasting power (this really doesn’t transfer).

“That one’s a home run,” states Von D. “There’s nothing that I’m going to tell you that’s going to sell it more than you just trying it. There’s a reason why it’s the number one lipstick in Sephora as we currently speak. The shade range is amazing, but I think the formula itself is great. It’s longwearing, it’s comfortable, and it’s highly-pigmented. I have tested every single longwear lipstick out there right now and I’ve still yet to find a formula that I like better. And I’m not just saying that because I made it.”


4. Lock-It Foundation, $56

lock it foundation

Rest assured a wide variety of skin tones are included with the 17 shades in this foundation range; and yes, this is the famous foundation that’s able to cover up tattoos without a trace – it’s just that pigmented. The matte finish promises to stand up to the heat and humidity here, but without the dry, patchy effect that less well-made matte foundations tend to leave.

“I love it, it’s my absolute, absolute favourite foundation formula,” declares Von D.  “I’ve never worn anything else since I launched this. I think what people here are going to love is that as far as heat and humidity goes, this is really the best bulletproof foundation formula that doesn’t cake up or make you feel dry. It’s great for all skin types, it’s oil-free and buildable, and you can actually do a very lightweight formula version of it if you mix it with the Lock-It Primer. Or you can just do layers of it and it still looks really beautiful, with a really nice porcelain, matte finish.”


5. Shade + Light Eye Contour Palette, $73

eye contour palette

If you’re already a face contouring whiz, you might be keen to level up to the next big thing: eye contouring. This palette has all you’ll ever need for contoured eyes, with the 12 shades grouped into three categories: neutral, cool and warm. It comes with a how-to guide, don’t worry, so you won’t be left to navigate it all by yourself. “For a neutral eye the formula really lends itself to blending,” says Von D. “It’s a triple-milled formula, and there’s 60% more pigment in all of my shadows than most brands in Sephora, and that gives you an idea of how rich the colours are.”


6. Metal Crush Eyeshadow, $32

metal crush eyeshadows

“The Metal Crush Eyeshadow is amazing,” declares Von D. “I think there’s a reason why the price point is a little bit higher on this, that’s because the formulation itself is really super special – it really lends itself to a different path than any other eyeshadow that I’ve ever tried.” We’re very inclined to agree with her: the 9 shades available are made of pigment-saturated powders that go on really creamy onto the skin, and each of the metallic shades can start a real party on your eyes.


Kat Von D Beauty will be available at Sephora and on sephora.sg from July 2016. katvondbeauty.com