Beauty mogul Kat Von D is facing a backlash from former fans who have begun boycotting her brand, after announcing she wasn't planning to vaccinate her unborn child.

The celebrity tattoo artist turned makeup queen says she and musician husband Rafael Reyes will raise a "vegan child, without vaccinations".

Immediately, her Instagram post was filled with comments from angry parents calling the 36-year-old "irresponsible".

And now, many are leading a boycott of the star's line of beauty products.

Beauty blogger Caroline Hirons shared a photo of her son who was rushed to emergency, critically ill with the mumps, aged 23.

She asked her followers to imagine if he had been a baby.

"When I see people like @thekatvond using their platform to promote raising her unborn child 'without vaccinations', I want her and the drones of ill-advised people underneath, including @kandeejohnson to see and know that this is the reality of 'benign diseases'," Hirons wrote on Instagram.

"You have the absolute unbelievable arrogance of a 'choice', because the rest of us responsible people/parents DID vaccinate.

"These diseases were almost gone, now they are back because some people think they know better than all the scientists, physicians and specialists in modern science."

Various posts have appeared online, including on popular site Reddit, with people asking how they can return Kat Von D beauty products.

Some of the comments included, "Nope.. I unfollowed her on all social media and won't be purchasing anymore of her makeup. Promoting anti-vaxx with her platform is dangerous".

While another called Von D out for being ignorant saying, "'This is my body. This is our child.' Except that being anti-vax doesnt just affect you Kat. You're putting immunocompromised people and newborns too young to vaccinate at risk for an easily preventable disease".

Another wrote, "I'm glad there are only a couple things of hers I have–and they can be easily replaced. I won't support her brand again".

Von D said she was prepared to be "bombarded with unsolicited advice" the minute they announced their pregnancy, labelling some of it "good" and some of it "questionable.

"Unsolicited none the less."

She said she was also prepared for the backlash and criticism they would get if they decided to be open about their "personal approach to our pregnancy", saying her own father "flipped out" when they told him they'd chosen a midwife for the birth instead of a doctor.

"If you don’t know what it’s like have people around you think you are ridiculous, try being openly vegan," she added.

"And, if you don’t know what it’s like to have the entire world openly criticize, judge, throw uninformed opinions, and curse you - try being a pregnant vegan, having a natural, drug-free home birth in water with a midwife and doula, who has the intention of raising a vegan child, without vaccinations."

Von D then went on to defend their decision not to vaccinate their child, saying she is doing "actual research and educating myself" in order to make parenting choices.

"My point being: I already know what it’s like to make life choices that are not the same as the majority. So your negative comments are not going influence my choices - actual research and educating myself will - which I am diligently doing.

"This is my body. This is our child. And this is our pregnancy journey.

"Feel free to follow me on here if you like what I’m about - whether it’s tattooing, lipstick, animal rights, sobriety, feminism, ridiculous gothiness, black flower gardening, cats, or my adorable husband.

"But if you don’t dig a certain something about what I post, i kindly ask that you press the unfollow button and move the f-ck on."

She ends by telling followers to keep "unsolicited criticism to yourself".

"More importantly, for those who have amazing positive energy to send my way, I will gladly and graciously receive it with love!"