2-21-2025 1:07pm

VIOLETTE_FR Launches at Sephora: Artistry Meets Innovation

Donnella Tilery Editor

VIOLETTE_FR, the multi-category, emerging beauty maison founded by renowned French makeup artist Violette Serrat, is thrilled to announce its upcoming debut at Sephora, the prestigious beauty omni-retailer. This milestone marks a significant step in the brand's global expansion, as it will be featured in over 190 Sephora stores across North America—both in dedicated gondolas and the retailer's "Next Big Thing" section. The rollout will begin on February 28, 2025, with the Canadian launch scheduled for March 24, 2025.

VIOLETTE_FR's coveted tools were created to celebrate individuality—allowing users to express moods, nurture imagination, and rediscover self-love, all while rethinking how we approach beauty. This democratization of beauty operates on two levels: it reshapes our relationship with beauty and fills gaps in the market with an ultra-curated line of innovative and approachable products. "We're reinventing the luxury maison experience, offering exceptional quality at accessible price points, allowing our customers to indulge without compromise," explains Violette. From award-winning, confidence-boosting lipsticks to versatile, couture-pigmented liquid eyeshadows, each product embodies the brand's commitment to empowering individuals to express their unique style.

With Sephora as her exclusive North American retail partner, Violette is excited to offer customers in the US and Canada the opportunity to discover and experience the brand in person. "I have always envisioned my brand in a retail environment," adding, "Something magical happens when our community engages with our products firsthand—it's an 'aha' moment where they feel the formulas and experience the depth of each shade," she says. This approach combines bold artistry with easy-to-use, high-performance formulas that are accessible to beauty enthusiasts of all levels. Sephora's retail environment, alongside its knowledgeable Beauty Advisors, aligns perfectly with VIOLETTE_FR's mission to foster self-expression and education, helping the brand connect more authentically with its growing community.

Alison Hahn, SVP of Makeup & Fragrance Merchandising at Sephora, expressed her enthusiasm for the collaboration: "Sephora is thrilled to introduce VIOLETTE_FR and their artistry-driven, innovative clean makeup and skincare products to our clients," adding, "VIOLETTE_FR offers approachable formulas inspired by effortless French beauty, combining bold and minimalist makeup styles. We look forward to welcoming this brand to our Sephora community and know that it will be a wonderful addition to our growing makeup assortment." For Violette, the Sephora gondola is more than just a display—it's an extension of the brand's artistic soul, she explains. "Art, especially the painting techniques of the Renaissance masters, has always influenced my creative process and product formulation, dating back to my classes at the École du Louvre in Paris. To reflect this, we incorporated a mini version of our signature 'cabinet of curiosities' into the gondola—a display capsule that showcases my inspirations, where every detail tells a story. From the 3D-printed coral that inspired Yeux Paint Tendre Corail to the striking golden-green beetle replica that inspired Yeux Paint Scarabée D'Or, each detail connects to a color." Though these additional details could have easily been left out, each element was meticulously hand-assembled, staying true to the brand's vision and ensuring that every customer feels as if they are stepping into Violette's artistic world.

VIOLETTE_FR's success across multiple categories is especially noteworthy for a brand founded by a makeup artist, playing a key role in shaping Sephora's curated product assortment—including skincare, makeup, haircare, and fragrance. VIOLETTE_FR stands out with all products being Vegan (Leaping Bunny certified) and Sephora CLEAN. This achievement speaks volumes about the brand's commitment to perfecting its formulations. Supported by years of research and development, each product is crafted with precision, often taking 3 to 5 years to perfect before it reaches the shelves. It is this dedication to long-term growth—rather than a hyper-growth mentality—that has resulted in some of the brand's hero products, including the Boum-Boum Milk skincare spray and the viral Bisou Balm blurring matte lipstick, both of which have garnered cult followings among consumers and A-list figures, including actresses Emily Blunt, Greta Lee, Kerry Washington, and director Greta Gerwig.

Poised for thoughtful growth, VIOLETTE_FR's strategic positioning, combined with Violette's loyal following, has attracted investors, including a seed round led by Female Founders Fund (FFF), Felix Capital, and Greycroft Ventures, followed by a Series A round, led by Monogram Capital Partners, and more recently, a Series B funding round led by Silas Capital. "From the moment we met Violette, it was clear she was one of a kind," says Anu Duggal, Founding Partner of Female Founders Fund. "Her unique combination of French style and deep artistry immediately set her apart, and we had conviction in her ability to build something special from day 1." With its innovative product formulations and compelling brand identity, VIOLETTE_FR has garnered a growing fan base (now over 1M+ on social media), with Duggal noting, "This is one of the most exciting launches at Sephora in years." Violette's patient, long-term approach to growth ensures the brand is building a lasting franchise across multiple categories.

VIOLETTE_FR's entry into Sephora is not just about expanding the brand's presence—it's about connecting with a broader community of beauty lovers. As Violette notes, "This isn't just my next business move. It's my way of moving even closer to you. To my loyal followers who have supported me from day one, and to the new customers who will soon discover us at Sephora—I'm here to stay."

About Violette

Violette, the award-winning makeup artist and Founder + CEO of VIOLETTE_FR, is a distinguished name in her own right with nearly 20 years of experience. French-born, she is known not only for her professional resume as the International Makeup Designer for Dior, Global Makeup Director of Estée Lauder, and Global Creative Director of Makeup for Guerlain—but also for fostering a loyal community and dedicated following in the digital space, where her beauty tutorials are treasured among consumers and professionals alike. Launched in 2021, VIOLETTE_FR is a multi-category beauty brand dedicated to vegan, cruelty-free products that blend French-inspired culture with modern minimalism, celebrating creativity and self-expression.