VIOLETTE_FR Joins Sephora: A New Era of Artistry and Innovation in Beauty
VIOLETTE_FR is making its highly anticipated debut at Sephora, marking a major milestone for the emerging beauty Maison founded by renowned French makeup artist Violette Serrat. This partnership brings the brand’s unique fusion of artistry and innovation to a wider audience, launching in over 190 Sephora stores across North America, both in dedicated displays and the retailer’s coveted “Next Big Thing” section. The U.S. rollout begins on February 28, 2025, with Canada following on March 24, 2025.
For Violette, this collaboration is a natural next step, carefully considered to align with her vision of building an intimate, community-driven brand. “When I launched VIOLETTE_FR in 2021, my priority was to establish the brand’s DNA,” she shares. “I wanted to grow organically, nurturing a space where I could stay closely connected with my audience and ensure the brand found its true voice.”
A New Standard for Luxury Beauty—Without the Compromise
VIOLETTE_FR is more than just a beauty brand—it’s a movement celebrating self-expression. Designed for those who view makeup as a creative tool rather than a set of rules, the brand reimagines luxury beauty, combining high-performance formulas with accessible pricing. “We’re redefining the traditional maison experience—offering exceptional quality that doesn’t require a trade-off,” Violette explains.
From its award-winning Bisou Balm blurring matte lipsticks to versatile, couture-pigmented liquid eyeshadows, VIOLETTE_FR’s products reflect the brand’s commitment to inclusivity, innovation, and effortless French beauty. Every product is designed to empower users to embrace their individuality, rediscover their imagination, and redefine what beauty means to them.
Bringing the Magic of VIOLETTE_FR to Sephora Stores
Partnering with Sephora allows Violette to bring her vision to life in a physical space, offering customers a hands-on experience with the brand’s cult-favorite products. “There’s something magical about seeing our community engage with our products in person,” she says. “When they feel the textures and experience the depth of our shades, there’s an ‘aha’ moment—it all clicks.”
This immersive retail experience is designed to mirror Violette’s artistic inspirations. A miniature version of the brand’s ‘cabinet of curiosities’ is incorporated into Sephora’s gondola displays, telling the story behind each shade and product. “Art has always been at the heart of my creative process,” she says. “From Renaissance painting techniques to nature’s most intricate details, every element of our collection has a story.”
A Perfect Match: Sephora x VIOLETTE_FR
Sephora’s leadership is equally excited about this launch. Alison Hahn, SVP of Makeup & Fragrance Merchandising at Sephora, shares, “We are thrilled to welcome VIOLETTE_FR to our Sephora family. With its clean, innovative formulas and artistry-driven approach, the brand brings a fresh perspective to our makeup category. Violette’s effortless French beauty aesthetic perfectly blends bold creativity with minimalism, and we know our clients will fall in love with her products.”
Clean, Vegan, and Years in the Making
A standout in the beauty space, VIOLETTE_FR’s entire product line is vegan (Leaping Bunny certified) and meets Sephora’s CLEAN standards. This level of meticulous formulation doesn’t happen overnight—some of the brand’s best-selling products take 3 to 5 years to perfect. This long-term commitment to excellence, rather than rapid expansion, has resulted in cult-favorite items such as the Boum-Boum Milk skincare spray and the viral Bisou Balm lipstick, both beloved by celebrities like Emily Blunt, Greta Lee, Kerry Washington, and Greta Gerwig.
Backed by Visionary Investors
Violette’s thoughtful approach to growth has drawn attention from major investors. Backed by a seed round led by Female Founders Fund (FFF), Felix Capital, and Greycroft Ventures, followed by a Series A led by Monogram Capital Partners, and more recently, a Series B funding round spearheaded by Silas Capital, the brand has positioned itself for sustained success.
Anu Duggal, Founding Partner of Female Founders Fund, reflects on the brand’s rapid rise: “From the moment we met Violette, we knew she was one of a kind. Her blend of artistry, authenticity, and French elegance set her apart. This is one of the most exciting launches at Sephora in years.”
A New Chapter in Beauty—And It’s Just the Beginning
For Violette, launching at Sephora isn’t just a business move—it’s a personal mission. “This isn’t just about expanding our reach. It’s about deepening our connection with our community,” she shares. “To my loyal supporters who have been with me since the beginning, and to those discovering us for the first time at Sephora—this is just the start. I’m here to stay.”
About Violette
Violette Serrat is an award-winning makeup artist, Founder & CEO of VIOLETTE_FR, and a trailblazer in modern beauty. With nearly 20 years of experience, she has held prestigious roles, including International Makeup Designer for Dior, Global Makeup Director for Estée Lauder, and Global Creative Director of Makeup for Guerlain. Known for her effortless yet bold approach to beauty, she has built a loyal digital community through her sought-after tutorials and expertise.
Launched in 2021, VIOLETTE_FR is a multi-category clean beauty brand rooted in French artistry, minimalism, and self-expression, offering vegan, cruelty-free products designed to inspire creativity and confidence.
