In 2008, Von D created and launched a make-up line for Sephora. She has released new collections every year and has expanded her line to include fragrances. In 2012, through Sephora, her New American Beauty Art Tour benefitted the Art of Elysium charitable organization. In June 2016, she announced that all products in the line would be reformulated to be vegan. In August 2016, the line released a limited-edition lipstick named Project Chimps, with 20% of sales being donated to Project Chimps, an organization dedicated to providing care for retired research chimpanzees.