KVD Vegan Beauty has officially landed in Boots.

In the last year alone, Boots has introduced a staggering 36 new brands, with KVD Vegan Beauty as the latest addition to its impressive line-up. The brand launches into select Boots stores (and hopefully rolls out into all stores later this year) and online at the end of this month.

Boots hopes the brand will help make high-performance vegan makeup more readily available on the high street. "As inclusivity is at the core of KVD Vegan Beauty, we wanted to make the brand more accessible, and Boots is the perfect retail partner to make that happen," says MaiLy Kopatsy vice president and global general manager of KVD Vegan Beauty.

The launch into Boots comes months after Kat Von D's departure from the brand [1], which is now fully owned by Kendo (who also owns Fenty Beauty, Ole Henriksen, and Marc Jacobs) under the new name KVD Vegan Beauty.

To celebrate the launch, KVD Vegan Beauty is offering a Bestsellers Kit (£30) exclusive to Boots, which includes a Kitten Mini: Tattoo Liner [2] (one of the brand's most loved products), Kitten Mini: KVD Go Big or Go Home Volumising Mascara [3], Cake Pencil Eyeliner (full size) [4], and an Everlasting Liquid Lipstick in Lolita II (full size) [5]. And, for a limited time, Boots will be offering a free Tattoo Liner with all premium beauty orders over £35.

The launch into Boots also comes part of the brand's huge "Beauty Reinvention" 2020 expansion, in which they've introduced more global brands such as Huda Beauty [6], redesigned 60 of its beauty halls across the UK, and installed "Hygiene Banks" to help tackle hygiene poverty across the UK [7].