Kat Von D lands in the UK and Ireland

Products from the brand have been available to consumers in the countries for several weeks via the Debenhams department store’s website, and last week they also landed in its flagship Oxford Circus outlet.

A popular name among Sephora’s offering in the US and some European countries, Kat Von D Beauty sees popularity particularly due to its namesake and owner, a well-known beauty personality on YouTube and former high-profile tattoo artist.

Kat Von D boasts 670,000 followers on the video sharing platform, allowing the brand international reach despite not having had a retail presence in the UK market until now. The move will eventually see the brand enter department store Debenhams across the country.

Authentic brand voice​

Commentators suggest that the brand enjoys such a committed cult following due to the sense of authenticity its figurehead projects.

The Independent online, for example, described Kat Von D as bringing​ “something most other brands strive for their entire existence; authenticity.”​

Indeed, consumers increasingly look for ‘authenticity’ when engaging with cosmetics companies - a trend that has led to the rising popularity of beauty bloggers, often at the expense of brands’ own online presences.

Euromonitor International recently revealed a market report of beauty in the UK, which noted that niche brands fronted by strong ‘influencers’ are likely to carve out a space for themselves in the staturated marketplace.

“Consumers want to be inspired by influencers and try new products​,” the firm explained.

Launch details​

Kat Von D’s launch sees the beauty player bringing a product range that spans categories to the UK and Ireland.

Foundations, concealers, pigmented eyeshadows and applicators including brushes are included in the range.