Animal-lover Kat Von D recently made headlines when she announced that she would be making her beauty brand entirely vegan The makeup mogul ascribes to an ethically vegan lifestyle, which means in addition to her meals, her clothing, accessories, and other aspects of her day-to-day are also free of animal byproducts. Now Kat and her makeup brand are giving back to animals in another way: a lipstick she created for charity.
Twenty percent of the proceeds from the new Project Chimps Everlasting Liquid Lipstick ($20) will go to Project Chimps, a nonprofit organization focused on providing care and sanctuary to hundreds of retired research chimpanzees. This includes primates who were formerly used in animal testing.
Sadly, the rusty red shade is limited edition. The flattering hue is powerfully pigmented and dries to a longwear matte finish, so you'll get a lot of use out of each tube. You also can't beat the feeling of doing something good while looking gorgeous! Snag thew new product when it launches on Sephora.com on Tuesday, Aug. 23.
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Introducing my new favourite shade of Everlasting Liquid Lipstick: #ProjectChimps 🐵❤️ This special shade will be launching August 23. In an effort to promote #crueltyfree beauty and raise awareness, proceeds will benefit @ProjectChimps - a chimp sanctuary dedicated to rescuing and rehabilitating chimps from testing labs. I've been spending time out in Georgia volunteering at @ProjectChimps getting the sanctuary ready for the 300 chimps who are about to be able to experience a life of freedom after decades of testing. I'm excited for everyone to wear this shade and celebrate compassion with me! [yes, this formula is #vegan and #crueltyfree. Yes, this will be limited edition.] ❤️