Kat Von D’s latest lipstick is fighting back against animal cruelty in the cosmetics industry

Kat Von D’s entire makeup line has already become one of our faves, thanks to its rich pigments, matte textures, hella creative shade names (Witches and Backstage Bambi for example!?!!!!) — and, of course —  its compassionate manufacturing practices.

https://www.instagram.com/p/BIY_DPgB0Z1

As if Everlasting Liquid Lipstick, part of Kat Von D’s Sephora beauty brand, wasn’t dreamy enough with its wide range of fabulous hues, the tattoo artist has now introduced a limited edition shade specifically to fight back against the animal cruelty prevalent in the makeup industry.

https://www.instagram.com/p/BItKGpkBfJ9

The red shade is stunning, but more importantly, all proceeds from each purchased lipstick will go directly to Project Chimps — an animal sanctuary that rescues chimps from biomedical testing labs and rehabilitates them to eventually return to (or in some cases, to begin) life in the wild.

https://www.instagram.com/p/BItI429hV0D

As Kat Von D reports in her Instagram caption, “I’ve been spending time out in Georgia volunteering at Project Chimps, getting the sanctuary ready for the 300 chimps who are about to be able to experience a life of freedom after decades of testing.”

Here is a picture of an excited Kat volunteering alongside Green Day-front man Billie Joe Armstrong and his wife, Adrienne.

Kat Von D is no first time animal rights activist, by the way. Her beauty brand already features a slew of 100% vegan products (not just lipstick) — but is currently transitioning into a COMPLETELY vegan and cruelty free brand.

Somehow, we’ll wait until August 23rd to get our hands on the gorgeous shade, either at Sephora or Kat’s site. Let’s follow Kat Von D’s lead to be fabulously beautiful and thoroughly ethical consumers — and visit Project Chimp’s website to learn more about the very important cause.