VIOLETTE_FR, the multi-category beauty brand founded by French makeup artist Violette Serrat, is set to make its highly anticipated debut at Sephora in North America. Launching today in the US and March 24, 2025, in Canada, the brand will be featured in over 190 Sephora stores, marking a significant milestone in its global expansion.
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Since its inception in 2021, VIOLETTE_FR has rapidly gained traction, attracting substantial investor interest and a loyal following that includes celebrity fans. The brand's founder, Violette Serrat in an interview with Retailboss, describes VIOLETTE_FR as a "modern maison" that democratizes beauty:
"I like to think of VIOLETTE_FR as a modern maison—offering the same meticulous care and attention to detail in formulation and color precision that you'd expect from a luxury heritage brand, but made accessible for everyone."
This accessibility comes in two forms:
"First, our price points are more affordable than traditional luxury skincare and beauty, without compromising on the rigorous product development that adheres to strict EU standards, including being vegan, cruelty-free, and many, nearly 100% made with ingredients of natural origin."
"The second aspect of accessibility is philosophical—rooted in a French mindset that rejects traditional beauty ideals. Instead, we offer a fresh perspective that empowers our community to embrace what makes them unique—their 'je ne sais quoi."
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We sat down with Violette Serrat for an exclusive interview to gain more insights into VIOLETTE_FR's partnership with Sephora, and what the future holds for this rising star in the beauty industry.
Sephora Partnership
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VIOLETTE_FR's Sephora debut marks a major milestone in its global expansion. Since 2021, the brand has steadily grown its retail presence, entering Le Bon Marché and Oh My Cream! in France (2022), followed by Mecca in Australia and Moda Operandi in the USA (2023).
The Sephora launch today introduces VIOLETTE_FR to over 190 North American stores. The brand features dedicated gondolas, inclusion in the "Next Big Thing" section, and a full range of vegan, Sephora CLEAN-certified products across skincare, makeup, haircare, and fragrance categories.
We asked: What made Sephora the ideal retail partner for VIOLETTE_FR’s North American expansion? How does Sephora’s “Next Big Thing” section align with your brand’s identity?
"I really took my time committing to a U.S. retail partner. I knew I wanted to do things my way and at my own pace to ensure the integrity of the brand wasn’t compromised, which can be challenging when scaling. Once we partnered with Sephora, it was clear we’d made the right choice. I was pleasantly surprised—given how massive Sephora is—by how flexible and supportive they were in bringing my vision to life. They truly understood the concept behind our in-store gondola display and gave me the freedom to bring my wild little artistic world to life. And it was such a fun process!"
Product Development and Innovation
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VIOLETTE_FR's success across multiple categories is noteworthy. All products are Vegan (Leaping Bunny certified) and Sephora CLEAN. The brand's commitment to perfecting formulations is evident in its product development process, which often takes 3 to 5 years.
Violette highlights the challenges of creating high-performance, ethical products:
"It’s one of the many reasons why our formulas take years to develop. In our makeup category, one key differentiator is our incredible couture pigments. We go to great lengths to create formulas with rich depth and pigmentation. Achieving that in a vegan formula can often be tricky, but luckily, I’ve assembled an amazing team of chemists and labs who understand and are aligned with our needs. "
For example, the matte liquid lipstick Petal Bouche Amour Fou.
"It’s the first matte liquid red lipstick to deliver unparalleled color intensity without using carmine—a natural dye made from the crushed bodies of female cochineal beetles."
Artistic Influence and French Heritage
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Violette's training at the École du Louvre and her French background heavily influence VIOLETTE_FR's product development and branding. She draws inspiration from French Renaissance paintings and aims to recreate timeless beauty in modern formulations.
We asked: How does your French heritage and training at the École du Louvre influence VIOLETTE_FR’s product formulations and branding?
There is a quote by Rainbow Rowell that has always inspired me:
“She never looked nice. She looked like art, and art wasn’t supposed to look nice; it was supposed to make you feel something.”
"I’ve always carried this sentiment with me. Art is infused in everything I do—it’s a major inspiration for me and in turn for VIOLETTE_FR. It often drives the formulas I create, and it all starts with the idea that beauty should be seen as an expression of individuality rather than a standard to attain. Having taken classes at the École du Louvre, combined with my French background, has heavily influenced how I approach product development. I’m inspired by the timeless beauty found in French Renaissance paintings, particularly the way they captured that from-within flush. This is exactly what we sought to recreate with Bisou Blush—a marbled cream blush that gives you that healthy, luminous flush, like you’ve just stepped out of a masterpiece."
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The brand embodies the French perspective on beauty, which celebrates individuality rather than conforming to standards.
Violette explains, " It's not about perfection but about owning your ‘je ne sais quoi’—that special something that sets you apart. This philosophy is woven into every aspect of VIOLETTE_FR, from the formulas to the branding. It’s a belief that beauty should be a tool for self-expression, not something you conform to. We’re not here to chase perfection. We’re here to encourage everyone to celebrate their own distinct beauty, to embrace what makes them feel confident, and to express themselves freely. That is the essence of French beauty—and the essence of VIOLETTE_FR."
Investor Support and Growth Strategy
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VIOLETTE_FR has attracted significant investor interest, with funding rounds led by Female Founders Fund, Monogram Capital Partners, and Silas Capital. The brand's thoughtful approach to growth focuses on long-term expansion rather than hyper-growth.
Anu Duggal, Founding Partner of Female Founders Fund said, "From the moment we met Violette, it was clear she was one of a kind. Her unique combination of French style and deep artistry immediately set her apart".
As VIOLETTE_FR continues to attract investor attention and support, we delved deeper into how this backing has influenced the brand's growth strategy.
We asked: With backing from Female Founders Fund, Felix Capital, and others, how have investors shaped your growth strategy, especially in scaling retail distribution?
"I am incredibly lucky to be surrounded by a group of amazing investors who believe in my brand and my vision. I think they’d be the first to tell you that for me, it’s always been about doing things my way. That means scaling with an emphasis on long-term expansion rather than chasing hyper-growth. Our team of investors has an exceptional track record in retail expansion, and they’ve been with us every step of the way. We’ve leaned on their expertise to help us map out this strategy, ensuring it aligns with our values."
Future Plans
This Sephora launch marks a significant milestone in VIOLETTE_FR's global expansion, bringing its unique blend of French style to a broader audience of beauty enthusiasts.
While specific details are under wraps, Violette hints at exciting developments: "We have a lot of exciting things in the pipeline, and while we can’t share exactly what’s to come, you can expect a few major launches over the next two years that will expand into new categories and tell the story of the brand in fresh, exciting ways."
