Kat Von D made the surprising announcement that she is selling her makeup company. She explained why in emotional message on social media.

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Kat Von D kicked off 2020 with a surprise announcement. The tattoo artist and beauty industry maven, 37, shared a post on Instagram revealing she is selling the shares of her makeup brand to focus on motherhood and other projects. “This past year has been one of great change for me. As many of you know, I gave birth to my beautiful baby boy, launched my vegan shoe line, and am now busy prepping to release my long awaited album in the spring, followed by an international tour,” she wrote. “As much as I wish I could balance all of this, on top of continuing my makeup line, it has become clear to me that I just can’t do everything at the maximum capacity. It’s hard to admit this, since I’ve always said, ‘You can do everything and anything.’ But I don’t think admitting one’s limits is a bad thing.”

Born Katherine Von Drachenberg in Mexico to Argentinian parents, the fierce entrepreneur spoke about this new chapter in her career. “I’ve decided to sell my shares of the brand, turning it over to Kendo, my partners for the past 11 years. This was not an easy decision, but after careful consideration, I decided I wanted the makeup line to continue to thrive and grow, and I believe Kendo is primed to do just that,” she added in her Instagram post.

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The first-time mom — who gave birth in December 2018 to son Leafar Von Drachenberg Reyes with her husband, musician and writer Rafael Reyes — talked to her loyal fans about the rebranding process.

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“In order to avoid any confusion with such a big change, Kat Von D Beauty will take a moment to rebrand itself, so you will start noticing the change from Kat Von D Beauty to KVD Vegan Beauty. I’d like to thank my beloved fans and followers who supported my vision to create a brand that stood for compassion, true artistry, and challenged modern ideals of beauty — most of which I never could relate to,” she shared about her popular makeup brand, launched in 2008 with Sephora. “I was able to create a makeup line that made outsiders like me feel like we have a place in this ‘beauty’ world, and gave myself and others the tools to express ourselves in our own unique way, whether it was embraced by the majority or not.”

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She thanked fans for “understanding and respecting her choice,” and was showered in messages of love and support. Can’t wait to hear her music!