VIOLETTE_FR

What VIOLETTE_FR does

VIOLETTE_FR is a French-inspired clean beauty brand founded in 2021 by makeup artist Violette Serrat, operating as a New York-headquartered, privately held company with 11-50 employees. The brand offers curated beauty essentials across six categories — lip, eye, cheek, skincare, haircare, fragrance, and tools — with proprietary formulation technologies including cream-to-powder textures (Plume Eyeshadow), oil-in-water emulsions (Lip Nectar), gel-cream whips (Plume Lip), and multi-chrome liquid systems (Lune Liner). Products are positioned in the premium segment with unit pricing of $25-$64 and 10% bundle discounts, and the entire line is Leaping Bunny certified cruelty-free and vegan, with select skincare products recognized by the National Psoriasis Foundation and National Eczema Association.

The business operates a hybrid direct-to-consumer and wholesale model. The DTC channel (violettefr.com) ships to 190+ countries from the US with duties and taxes included at checkout, free standard shipping on orders over $50, and a 10%-off email signup incentive. Wholesale expansion accelerated in 2025 with the Sephora North America launch across 190+ stores (US February 28, 2025; Canada March 24, 2025) and a flagship store at Liberty London on Carnaby Street in October 2025. The brand has raised approximately $7.75M+ across a $2.75M seed round (June 2021), an undisclosed Series B (December 2024, led by Silas Capital and Experienced Capital), and a $5M Series B extension (May 2026).

Revenue mechanics span one-time unit sales across categories, retail wholesale through Sephora and Liberty London, limited-edition collaborations (LIKHÂ, Dieux Skin, UNICEF), and AI-driven customer engagement via the Ground platform (which delivered a 15% overall revenue lift and 6x increase in repeat purchase revenue). The customer base is fragmented across millions of individual beauty consumers rather than concentrated, with marketing driven by Violette Serrat's personal brand, celebrity endorsements (Hailey Bieber at the Met Gala), and organic social media across Instagram, TikTok, YouTube, and Pinterest. Distribution into Sephora, the Liberty flagship, and planned Paris/New York flagships positions the brand in the premium-prestige indie segment, with founder-led creative direction as the central differentiator.

Name

VIOLETTE_FR

Legal name

VIOLETTE_FR

Website

https://www.violettefr.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

VIOLETTE_FR is a French-inspired clean beauty brand founded in 2021 by makeup artist Violette Serrat, offering premium makeup, skincare, haircare, fragrance, and tools sold direct-to-consumer in 190+ countries, through Sephora (190+ North American stores), and via a Liberty London flagship.

Ownership category

akta.pro rank

Product category

Premium Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Natural & Clean Fragrance (CRABADAG), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Clean beauty products
• Luxury cosmetics brand
• Skincare makeup
• French-inspired beauty
• Vegan beauty essentials

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations

Revenue model

1. Direct-to-Consumer E-Commerce: The brand sells directly to consumers through its owned e-commerce storefront (violettefr.com), offering the full product range including makeup, skincare, haircare, fragrance, and limited-edition collaborations. All orders ship from the United States with duties and taxes included at checkout.
2. Retail Partnership - Sephora: VIOLETTE_FR products are sold through Sephora retail stores across North America (190+ stores), with the brand's U.S. rollout on February 28, 2025, and Canadian debut on March 24, 2025.
3. Flagship Retail - Liberty London: The brand opened its largest retail space at Liberty in London, featuring a dedicated beauty studio and flagship store in Liberty’s historic Carnaby Street building.
4. Limited Edition Collaborations: Limited-edition products and collaborations (e.g., VIOLETTE_FR x LIKHÂ Straw Tote, VIOLETTE_FR x Dieux Skin Eye Mask, UNICEF T-shirts) generate additional revenue while building brand equity.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

VIOLETTE_FR manufactures and sells its own branded line of vegan, cruelty-free beauty products spanning lip color, eye makeup, cheek, skincare, haircare, fragrance, and tools. Products are sold direct-to-consumer through violettefr.com to 190+ countries and through wholesale retail at Sephora (190+ North American stores) and Liberty London.

Product overview

VIOLETTE_FR is a French-inspired multi-category beauty brand founded in 2021 by makeup artist Violette Serrat, offering curated essentials across makeup, skincare, haircare, and fragrance. The brand operates as a single unified product portfolio organized into distinct product lines: Lip (Balm Amour, Lip Nectar, Bisou Balm, Plume Lip, Bisou Jelly, Petal Bouche), Eye (Plume Eyeshadow, Yeux Paint, Lune Liner), Cheek (Plume Blush, Bisou Blush, Baume Shine), Skincare (Boum-Boum Milk, C'est La Cream, Invisible Bandage, Sérum Superlatif), Hair (Frange Puff), Fragrance (Avec Amour), and Tools (Le Kabuki, Object de Réflexion). All products are vegan, cruelty-free, and sold primarily direct-to-consumer with retail partnerships including Sephora and Liberty London.

Differentiator

Problem solved

Functional benefit

Products and services

• Balm Amour A zero-compromise nourishing lip treatment and tinted lip balm powered by skincare-grade actives, delivering instant relief, deep hydration, and lasting nourishment with clinically proven results; available in original clear formula and three tinted shades at $26.
• Lip Nectar High-shine, ultra-nourishing hydrating lip stain using an innovative oil-in-water emulsion that blends rich pigment with hydrating ingredients for an indulgent glossy finish and buildable, long-lasting stain, priced at $29.
• Bisou Balm Cult-favorite blurring matte lipstick-meets-balm that delivers the iconic 'just-bitten lips' effect using smoothing emollients and soft-focus powders for sheer, buildable color and a diffused matte finish, priced at $30.
• Plume Lip Feather matte lip whip with a unique gel-cream texture that glides on for mistake-proof application, delivering medium-coverage color that diffuses into a blurred matte finish with up to 12 hours of weightless, comfortable wear.
• Bisou Jelly Sheer lip shine with two distinct layers, a Vitamin E-infused pigmented core for softly blurred color and an outer jelly layer rich in emollients, creating volume-enhancing, just-been-kissed lips with natural shine.
• Petal Bouche Magnetic matte statement lip capturing the velvety texture and dramatic depth of a rose petal in a richly pigmented liquid formula; Allure Best of Beauty 2022 Award Winner.
• Plume Eyeshadow Feather matte and shimmer eyeshadow balancing pigment and pay-off, delivering a soft veil of diffused color with a sheer cream-to-powder formula for subtle dimension and effortlessly defined eyes, priced at $34.
• Yeux Paint Richly pigmented liquid eyeshadow and liner delivering couture color in a lightweight, buildable formula with crease-free, all-day wear, available in matte and twinkling finishes; Allure Best of Beauty 2024 Award Winner, priced at $32.
• Lune Liner Multichrome liquid eyeliner inspired by the alchemy of light, featuring an ultra-fine applicator with shade-shifting color that lasts up to 16 hours, with each shade drawing from nature's elements, priced at $32.
• Plume Blush Effortless airbrushed blush combining the melt of a cream with the airiness of a powder for buildable, blendable color that diffuses into a blurred matte finish, inspired by the velatura painting technique, priced at $34.
• Bisou Blush Unique marbled cream blush with a swirl of two shades that creates a multidimensional, radiant flush with a natural skin-like finish, featuring an integrated brush for easy application, priced at $36.
• Baume Shine Universal highlighter stick that delivers a shimmery peachy-gold glow for luminous, dewy skin, priced at $28.
• Boum-Boum Milk 3-in-1 skincare spray that can be used as a moisturizer, primer, and setting spray; recognized by the National Psoriasis Foundation, accepted by the National Eczema Association, and certified Kind to Biome, priced at $43 (50ml) and $64 (100ml).
• C'est La Cream Face cream recognized by the National Psoriasis Foundation, accepted by the National Eczema Association, and certified Kind to Biome for being gentle on the skin microbiome, priced at $56.
• Invisible Bandage Protect and prime skincare-makeup hybrid solution recognized as the Allure Best of Beauty 2023 Award Winner.
• Sérum Superlatif (Skin Barrier Rescue) Microflora support serum designed for skin barrier rescue and support.
• Frange Puff Dry shampoo brush for hair cleansing and styling, with refill sachets available.
• Avec Amour Huile de parfum fragrance product from VIOLETTE_FR's fragrance category.
• Le Kabuki Round kabuki complexion brush designed to work with cream, liquid, and powder formulas including blush, foundation, bronzer, and setting powder.
• Object de Réflexion Artistic object and luxury item from VIOLETTE_FR's Objects de Désir collection.

Quantifiable outcome

• AI-driven 15% overall revenue lift and 37% incremental revenue increase from ReCartify feature
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core, minor and flagship.

• GroundcoreTechnology or Integration · 1 June 2026VIOLETTE_FR partnered with Ground to implement AI-driven customer engagement tools, completing the integration in just 15 minutes. Ground's AI platform delivered a 15% overall revenue lift, with ReCartify driving 37% incremental revenue by re-engaging churn-risk customers, and ReBeat AI contributing to a 6x increase in repeat purchase revenue.
• LIKHÂminorStrategic or Co-development Partner · 1 April 2026VIOLETTE_FR collaborated with LIKHÂ (Nest and Fair Trade Federation certified brand) to create a limited-edition straw tote bag handwoven by artisans in the Philippines using traditional techniques and natural bangkuan fibers. All profits are donated to support artisan and craft communities worldwide.
• rePurpose Global (via Planet Beautiful)minorStrategic or Co-development Partner · 1 April 2026Violette_FR participated in the Planet Beautiful campaign in partnership with Sephora US and 11 other beauty brands for Earth Month (April 3 to May 1, 2026), mobilizing brands, retailers, and consumers around plastic recovery. During key activation (April 22-24), $1 from every participating product sold was donated to rePurpose Global.
• Nest (Nonprofit)minorOthers · 1 April 2026Nest is a nonprofit organization supporting artisan and craft communities worldwide. VIOLETTE_FR x LIKHÂ collaboration is supported by Nest and Fair Trade Federation certified brand LIKHÂ, with all profits donated to support artisan communities.
• Sephora US (Planet Beautiful)minorGTM or Marketing Partner · 1 April 2026Sephora US partnered with Violette_FR and 11 other beauty brands for the Planet Beautiful Earth Month campaign (April 3 - May 1, 2026), with each $1 from participating products sold donated to rePurpose Global for plastic recovery.
• Liberty LondonflagshipChannel Partner/ Reseller/ Distributor · 1 October 2025Violette_FR opened its largest retail space at Liberty in London, featuring a dedicated beauty studio and flagship store within Liberty’s historic Carnaby Street building. This is a flagship partnership reflecting the brand’s luxury positioning.
• Dieux SkinminorStrategic or Co-development Partner · 1 April 2025VIOLETTE_FR x Dieux Skin Forever Eye Mask collaboration offering reusable eye masks in a co-branded design. This cross-brand partnership combines Violette_FR’s artistry with Dieux Skin’s skincare expertise.
• SephoracoreChannel Partner/ Reseller/ Distributor · 1 February 2025Violette_FR launched at Sephora across North America with over 190 stores — U.S. rollout beginning February 28, 2025, and Canadian debut on March 24, 2025. Sephora is a major prestige beauty retailer and key channel partner for North American expansion.
• UNICEFminorOthers · 1 February 2025VIOLETTE_FR launched a limited edition 'Inès' T-Shirt collection to benefit UNICEF, supporting the nonprofit's humanitarian work for children worldwide.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Rare Beauty: Founder-led (Selena Gomez) prestige clean color cosmetics brand sold at Sephora. Directly comparable on channel (Sephora-distributed), positioning (celebrity-founder + inclusive beauty), and product mix (multi-category color + skincare). Significantly larger scale and funding base.
• Fenty Beauty: Celebrity-founded (Rihanna) prestige color cosmetics brand carried at Sephora globally. Comparable on founder-as-marketing model, Sephora distribution, broad multi-category portfolio, and clean-beauty adjacent positioning, though at substantially larger scale.
• Charlotte Tilbury: Makeup-artist-founded prestige color cosmetics brand with global Sephora and luxury department store distribution. Most directly comparable on founder-MUA identity, prestige positioning, and comprehensive face routine portfolio. Significantly larger revenue base but instructive on founder-brand scaling.
• Westman Atelier: Makeup-artist-founded (Gucci Westman) clean prestige color cosmetics brand. Closely comparable on founder-as-MUA positioning, clean formulations, multi-category face portfolio, and luxury department store / Sephora distribution — VIOLETTE_FR's most direct archetype peer at smaller scale.
• Merit Beauty: Minimalist clean beauty brand with multi-category portfolio sold at Sephora. Directly comparable on clean positioning, Sephora distribution, minimalist French-girl-adjacent aesthetic, and target demographic (clean-conscious millennial/Gen Z). Similar scale profile.
• Tower 28 Beauty: Clean beauty brand with Sephora distribution and founder-led positioning. Comparable on clean beauty certifications, Sephora partnership, and inclusive positioning, though more skin/sensitive-skin focused than VIOLETTE_FR's color-led mix.
• Kosas Cosmetics: Clean color cosmetics brand sold at Sephora with skincare-makeup hybrid positioning. Comparable on clean-beauty credentials, Sephora distribution, and skincare-active-infused color products. Similar funding-stage profile.
• Ilia Beauty: Clean beauty brand with strong Sephora presence and skincare-makeup hybrid portfolio. Comparable on clean certifications, Sephora distribution, multi-category (skin + color), and similar prestige price points, though at meaningfully larger scale.
• Saie Beauty: Clean beauty brand at Sephora with multi-category offerings spanning complexion and color. Comparable on clean-beauty positioning, Sephora partnership, founder-led storytelling, and minimalist aesthetic. Similar size and growth stage.
• Glossier: Iconic direct-to-consumer beauty brand with clean-minimalist positioning and growing Sephora distribution. Comparable on DTC-first DNA, multi-category portfolio (skin + color), millennial consumer focus, and community-led marketing. Significantly larger scale but instructive on the brand-building trajectory VIOLETTE_FR is pursuing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/violettefr/videos
• Facebookfacebook.com/VioletteFR
• Instagraminstagram.com/violette_fr
• TikToktiktok.com/@violette_fr
• Pinterestpinterest.fr/violette_fr
• LinkedInlinkedin.com/company/violette-fr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds7 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VIOLETTE_FR