Violette_FR

VIOLETTE_FR is a multi-category beauty brand founded in 2021 by French makeup artist Violette Serrat, who is based in New York. The company describes itself as a beauty maison and sells makeup, skincare, haircare and fragrance under a stated philosophy of "complete, not compete," positioning products as intuitive and expressive rather than corrective. Products are described as vegan (Leaping Bunny certified), clean, cruelty-free and sustainably packaged, and the brand launched with a 14-piece collection aimed at democratizing "French-girl" beauty.

The assortment spans color cosmetics and skincare at prices predominantly between $23 and $68. Hero products include Boum-Boum Milk, a multipurpose cream facial spray priced at $43; Bisou Balm, a $29 sheer matte lipstick; Lip Nectar; Bisou Blush; and Yeux Paint, a longwear liquid eyeshadow and liner offered in 17 shades, of which the blue shade Dieu Bleu is a best-seller. More recent additions include Plume Eyeshadow, Plume Blush, Balm Amour tinted lip treatments ($26), and the Bisou Jelly sheer lip shine ($30). The company states that new product development typically spans three to five years.

Serrat, the founder and CEO, is an award-winning makeup artist with nearly two decades of experience who studied painting at the École du Louvre and previously served as global beauty director at Estée Lauder and creative director for makeup at Guerlain, and advised brands including Dior. Heidi Merris, previously of Pat McGrath Labs and Bobbi Brown, was appointed president in 2023.

Founding story

Violette Serrat, a French makeup artist who attended painting classes at the École du Louvre and studied Italian Renaissance and Neoclassical techniques, worked as a makeup artist and beauty executive—including as global beauty director at Estée Lauder, creative director for makeup at Guerlain, and adviser to brands such as Dior—before launching her eponymous brand in 2021. She has said she approached the business as a long-term luxury maison rather than a high-growth startup, and framed the brand around individuality rather than fixing perceived flaws.

Business model

Consumer packaged goods: the company develops and sells branded cosmetics, skincare, haircare and fragrance directly to consumers through its own e-commerce site and through wholesale retail partners. Direct-to-consumer has been the primary distribution channel, with sales reported in late 2025 as evenly split between DTC and retail.

Product sales at retail price points predominantly from $23 to $68, including items such as Boum-Boum Milk at $43, Bisou Balm at $29, Bisou Jelly at $30, Plume Blush at $34, Plume Eyeshadow at $32 and Balm Amour at $26, sold via owned e-commerce (free standard shipping over $50, 30-day returns) and wholesale accounts.

Traction

The brand reports strong repeat and acquisition metrics around its hero products: Bisou Balm is described as selling once a minute and accounting for over 88% of new customers, while Boum-Boum Milk drives both acquisition and retention, with cumulative units sold described as sufficient to stack to the top of the Eiffel Tower more than 26 times. Year-over-year revenue increases were described as impressive but not quantified. In October 2025 the founder said the brand expected to become profitable soon, with sales evenly split between DTC and retail.

Latest developments

In 2026 the company raised $5 million from existing backers as working capital, expanded its makeup range with Plume Eyeshadow and Plume Blush, introduced lifestyle collaborations with Likhâ and Statement, and launched new lip products including the Bisou Jelly shade Confiture de Figue and Balm Amour tinted lip treatments.