Kat Von D Beauty has launched an innovative website that makes the brand’s fans the “star” – check it out here. Fans that upload photos to Instagram with the hashtag #KVDLook might be chosen to be featured on the website’s home page.

The brand’s products aren’t sold on the site – shoppers are directed to Sephora.com. But it does contain detailed information, plus photos of Von D, as well as fans, wearing the products. There are also mood boards and videos.

Von D explains the idea behind the concept of the site’s intention, by stating, in “A Note from Kat’: 
“Welcome to the place to share all things beauty.”

She explains: “Although I absolutely adore interacting with all of you on Twitter and Instagram, I feel like I always end up missing so much of the amazing content you guys post. Now, we’ll have a place where all of your inspiring photos and videos can live for everyone to see.”

Based on the West Coast, Kat Von D is known as a tattoo artist and was featured on several reality television shows.

To create the innovative website, the brand partnered with San Francisco-based Kendo. Kendo is a part of the LVMH group, and it focuses on the development of global beauty brands. Kendo’s team specializes in product development, marketing and operations expertise, and has worked with Marc Jacobs Beauty and Formula X.