KVD Beauty to crank up NPD-drive following Nikki Wolff appointment

KVD Beauty has named renowned UK makeup artist Nikki Wolff as its new global director of artistry, as it seeks to grow its successful line-up of vegan tattoo-inspired makeup and win more customers.

Best known for her glamorous graphic looks, Wolff’s work has seen her accrue a following of over 1.7 million on Instagram and work with numerous high-profile celebrities, including  Dua Lipa, Rosie Huntington-Whiteley, Yara Shahida, and Kendall Jenner, among others.

Her new role will see her consult on new product development and innovation, as well as serving as a lead artist on KVD Beauty's branded campaigns and marketing efforts. 

Tara Loftis, global vice president of marketing and public relations for Kendo Brands said: "We're so thrilled to be collaborating with Nikki Wolff and welcome her to the KVD Beauty team.

"We have been following her career since the very beginning and have been in constant awe at the influence she has had – she's become an Instagram celebrity in her own right!

“Her vision and commitment for the craft aligns seamlessly with the brand. We are excited for her involvement in the product development process as KVD Beauty continues to deliver tattoo-inspired makeup to consumers."

Wolff added: "KVD Beauty continues to amaze me with its innovation of high quality and high-performance makeup, truly representing next-level artistry.

“I've always counted on the brand to deliver versatile products that have aided me in editorial shoots, red carpets and more. B

"Being a great makeup artist is all about experimentation and practice and their products give me the creative freedom to do so.

“I am excited to work together on new product launches and overall, be a part of their legacy in the makeup industry."

The partnership follows the recent launch of the brand’s new KVD Beauty ModCon Liquid-Gel Blush - a lightweight, long-wear liquid-gel blush for a hydrated and dewy glow with a punch of colour.

Owned by Kendo Brands and available at Boots and Feelunique among others, the KVD Beauty brand offers a wide range of high-pigment, high-performance makeup inspired by tattoo artistry.

Best-sellers in the range include its Tattoo Liner which offers long-wear, ink-like pigment and needle-sharp precision.