VIOLETTE_FR is a multi-category beauty brand founded in 2021 by the industry-beloved French makeup artist, Violette Serrat. At its heart, the brand celebrates one’s authentic self, encouraging individuals to thrive through creative expression. VIOLETTE_FR aims to redefine our relationship with beauty, eschewing the toxic pursuit of perfection for the French philosophy that beauty should not conceal but rather enhance confidence in our unique traits. Violette’s approach balances the bold with the ‘au naturel’, bridging the gap between the minimalist and beauty-obsessed. Empowering everyone with innovative, easy-to-use formulas—these coveted tools help us express moods, nurture imagination, and rediscover self-love.

In today’s saturated market, our ethos is to complete (not compete). We strive to develop formulas only where there is a scarcity in the beauty landscape. This commitment results in innovative, luxurious products—from safe and effective skincare to makeup offering unparalleled color precision—each consciously created without compromise. Our formulas are vegan, clean, and cruelty-free (Sephora Clean and EU compliant), and packaged sustainably to elevate your beauty routine.

Not sure where to start? We encourage you to select a formula and color that most attracts you, even if it’s something you typically wouldn’t dare to wear. Give it a few tries, and its magic might just surprise you.

Violette Serrat, Founder and CEO of VIOLETTE_FR, is not only an award-winning makeup artist with nearly two decades of experience but also a seasoned executive who has collaborated with fashion's biggest names and held leadership roles at premier beauty retailers and brands.

From her early years, Violette fostered a profound bond with art. She attended painting classes at École de Louvre where she honed her skills and immersed herself in techniques from the Italian Renaissance and Neoclassical periods. These formative experiences laid the foundation for her eponymous brand's artistic vision.

As a makeup artist, Violette was captivated by the intimate connection between art and emotions, a relationship that continues to inspire her today. Reflecting on her journey, she finds resonance in a quote by Rainbow Rowell, which guided her as she launched her brand: "She never looked nice, she looked like art, and art isn’t supposed to look nice, it’s supposed to make you feel something."