You remember the original "Lolita" craze, right? It was 2015. Every Sephora was sold out. People were literally hunting for that dusty rose tube like it was a rare artifact. It was the peak of the Kat Von D liquid lipstick era. But honestly, if you walk into a store today looking for that exact same "Kat Von D" branding, you’re going to be pretty confused.
The world of makeup moves fast.
The product people still call "Kat Von D liquid lipstick" has actually gone through a massive identity crisis. It’s not even called that anymore. Since 2020, the brand has been KVD Beauty. And if you’ve been living under a rock, Kat Von D herself—the famous tattoo artist—sold her remaining shares and exited the company years ago. She has nothing to do with it. No creative input. No profit. Nothing.
The Rebrand That Everyone Missed
When Kendo (the incubator owned by LVMH) took over, they tried to make "KVD" stand for things like "Kindness, Vegan Beauty, and Discovery." It didn't really land. People just wanted the goth vibes and the indestructible pigment.
Fast forward to 2026, and the landscape is shifting again. KVD Beauty was recently sold by Kendo to Windsong Global. They’re the same folks who handle brands like JVN Hair. There is a major overhaul happening right now. They’re slashing the number of products and trying to find the "spark" again.
Why the Formula Isn't What You Remember
If you’re still holding onto a crusty tube of the original Everlasting Liquid Lipstick from 2018, please throw it away. Seriously. It's expired.
But more importantly, the formula you loved is gone. The original was thick. It was a bit drying, sure, but it stayed on through a three-course meal and a long night out. In 2022, the brand launched the Everlasting Hyperlight Liquid Lipstick. This was meant to be the "evolution."
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Here’s the reality of the Hyperlight version:
- The Feel: It’s way thinner. Like, "vapor" thin.
- The Dry-Down: It doesn't feel like desert sand on your lips. They added raspberry stem cells to make it "nourishing."
- The Staying Power: This is where long-time fans get salty. It’s transfer-proof, but it doesn't have that "bulletproof" heavy-duty feel of the original.
Some people love it because they can actually move their lips. Others hate it because they feel it flakes faster if you don't prep perfectly. It’s a trade-off. You get comfort, but you lose that heavy-duty "paint" sensation.
The Name Change Game
If you go looking for the shade "Lolita," you won't find it under that name in the new Hyperlight line. It was rebranded to Queen of Poisons.
Why? Because the brand wanted to move away from the controversial name while keeping the iconic shade. It’s the same terracotta rose, just with a new, more "poisonous garden" themed title. Most of the new shades follow this botanical-horror vibe: Moonflower, Moth Orchid, and Cobra Lily. It's a bit of a reach to stay "alternative" while being owned by a corporate giant, but the colors are still undeniably KVD.
How to Actually Make It Last in 2026
Liquid lipstick is basically a dying art form. Everyone is into "lip oils" and "blurred tints" now. But if you still want that sharp, matte edge, you have to apply it differently than we did in 2016.
Stop doing the double-dip. One swipe is plenty. The Hyperlight formula is designed to be ultra-thin. If you layer it like a cake, it will crumble. You’ve got to let it set for a full 60 seconds without smacking your lips together. If you touch it while it’s tacky, you’ve ruined the seal.
Also, skip the heavy lip balms underneath. Anything with oil will break down the formula before you even leave the house. If you’re dry, use a light water-based hydrator or just drink more water. Honestly.
Is It Still Worth It?
There are a lot of rumors that KVD Beauty is "circling the drain." With the recent sale to Windsong and another rebrand scheduled for mid-2026, the future is a bit murky.
The original "Kat Von D" magic was in the subculture. It was the first brand to make "alternative" makeup mainstream. Now, it’s fighting for space against indie brands that do the goth aesthetic better and luxury brands that have caught up to the "long-wear" technology.
If you love a specific shade like Queen of Poisons or Outlaw, buy it now. With the SKU count being slashed, there’s no guarantee your favorite color will survive the next "overhaul."
Steps for the Best Application:
- Exfoliate. Don't skip this. Matte liquid lipstick is a magnifying glass for dry skin.
- Use the precision tip to line your lips first—you don't need a separate liner with the new applicator.
- Fill in the center using very little product.
- Wait. Let it dry completely.
- Carry a cleansing oil for removal. This stuff is still a nightmare to get off with just water.
The era of Kat Von D is over, but the liquid lipstick legacy is still limping along. Whether it survives the 2026 rebrand is anyone's guess.