When Kat Von D showed up in Singapore yesterday for the unveiling of her makeup brand Kat Von D Makeup, droves of fans and admirers from the media and the beauty scene showed up. And the lady did not disappoint with her down-to-earth vibe and genuine charm. A big voice for alternative beauty with her multiple tattoos and adventurous hairstyles, she is now a full-fledged makeup maven — the brand is eight years old and has won many fans. Here are some things we learned from her at the launch.

 

SHE WAS APPROACHED BY SEPHORA TO START THE LINE 
Kat Von D first shot to fame on guilty pleasure television show Miami Ink in 2007. The only rose among the thorns and known for her incorporating Latino culture and art into her work, she was also not afraid to wear makeup in a male environment. Among her beauty signatures? Bold red lips and strong brows. She was actually approached by a Sephora executive — who pretended to be customer in line for a tattoo — in 2008 to start a makeup line. The two clicked and the rest was history.

 

SHE WANTS TO BE RECOGNISED FOR HER MAKEUP NOT HER FAME
Thanks to her TV appearances on Miami Ink and LA Ink, tattooing and high-profile relationships with Sandra Bullock's ex-husband Jesse James as well as musician deadmau5, Von D is pretty well-known. But she's happy when fans recognise her as "that makeup artist lady" because it means they know the brand and the products.

Kat Von D Beauty Shade+ Light Contour Palette, $73 and Lock-It Concealer and Corrector, $37

 

JUST BECAUSE SHE'S A TATTOO ARTIST DOESN'T MEAN SHE CAN'T MAKE TATTOO CONCEALER
Von D clearly loves tattoos. She even has a crescent moon and star tattoos on her face. One of her key products? A concealer that can cover tattoos. Although Von D said she "got a lot of flak" for the product from those in the tattoo industry, she firmly believes that one should have a choice when it comes to revealing or concealing their tattoos. Some women have told her that work interviews, weddings and meet-ups with the parents require them to cover their tattoos up, and she really wanted to develop a product that worked well. 

Kat Von D Studded Kiss Lipstick in Bauhau5 and Coven, $32 each

SHE'S NOT ACTUALLY A MAKEUP ARTIST
Von D is quick to add that she is not actually a makeup artist, just someone who loves and appreciates beauty and makeup. She leaves the artistry to the makeup artists in her brand, but gives input when it comes to product development and colours — she wrote on her Instagram that she names shades such as the upcoming Plath Liquid Lipstick, after poet and author Sylvia Plath. The bold, long-wearing products in her line, like the Tattoo Liner and Everlasting Liquid Lipstick, also take inspiration from her makeup signatures and tattooing background. 

 

BOTH HER AND THE LINE ARE VEGAN
Von D believes in cruelty-free products and her website features a special #VeganAlert section that highlights the products that are safe for vegans to use. Among the offerings? Everything from Tattoo Brow pens to Studded Kiss lipsticks, meaning that there are plenty of options even for the socially-concious beautyphile.

 

Available from July. Exclusively at Sephora