It's KVD Vegan Beauty's mission to make the brand more accessible to fans, so the fact it landed at Boots this year makes perfect sense. The launch into Boots came a number of months after founder Kat Von D's departure from the brand, which is now fully owned by Kendo (who also owns Fenty Beauty, Ole Henriksen, and Marc Jacobs) under the new name KVD Vegan Beauty. The brand is known for its Tattoo Eyeliner (£18) and Everlasting Liquid Lipstick (£18), if you're stuck on what to try out.