
Some beauty brand founders know from day one that they’re not going to stick around forever. They’ll grow the brand, sell, and move on. Others have every intention of being a central figure for as long as the brand is operational, but come up against the unpredictable realities of business and find they have to step away — or are pushed away.
The possibility that the founder might not always be on the scene is a good reason not to name a brand after yourself. I suspect that founders like Kat Von D weren’t expecting their brands to outlive their involvement in their synonymous beauty companies. But names aside, what actually happens when a founder leaves the brand they’ve poured their energy and expertise into? What does it mean for the trajectory of that business, when it’s untethered from the person who created it?