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. Her makeup line later became mired in controversy after releasing a lipstick called "Selektion". The word "Selektion" is considered widely controversial and inappropriate in its native Germany where it was the term used by the Nazis to decide who would be chosen to either be put to work or death upon arrival to the concentration camps. The fallout led to the lipstick being renamed "Beloved". This choice is even more controversial with her being implicated in other anti-semitic acts. Von D fell under criticism again when she named a lipstick "Celebutard", Sephora quickly pulled the lipstick from their stores and issued an apology.