The multi-category beauty brand founded by French makeup artist Violette Serrat announced its upcoming debut at Sephora. The brand will be featured in over 190 Sephora stores across North America — both in dedicated gondolas and the retailer’s “Next Big Thing” section. The rollout will begin on February 28, 2025, with the Canadian launch scheduled for March 24, 2025.
Sephora will be Violette_fr exclusive North American retail partner.
“I have always envisioned my brand in a retail environment,” Violette Serra said. “Something magical happens when our community engages with our products firsthand—it’s an ’aha’ moment where they feel the formulas and experience the depth of each shade.”
Violette_fr launched in 2021 and now features a 14-piece beauty collection, which includes makeup, skincare, and haircare. The brand creative approach combines bold artistry with easy-to-use, high-performance formulas that are accessible to beauty enthusiasts of all levels.
“Sephora is thrilled to introduce Violette_fr and their artistry-driven, innovative clean makeup and skincare products to our clients. Violette_fr offers approachable formulas inspired by effortless French beauty, combining bold and minimalist makeup styles. We look forward to welcoming this brand to our Sephora community and know that it will be a wonderful addition to our growing makeup assortment,” commented Alison Hahn, SVP of Makeup & Fragrance Merchandising at Sephora.
All Violette_fr products are Vegan (Leaping Bunny certified) and “Sephora Clean.”
With its innovative product formulations and compelling brand identity, Violette_fr has garnered a growing fan base (now over 1M+ on social media).
Violette_fr’s success across multiple categories has attracted investors, including a seed round led by Female Founders Fund (FFF), Felix Capital, and Greycroft Ventures, followed by a Series A round, led by Monogram Capital Partners, and more recently, a Series B funding round led by Silas Capital.
“From the moment we met Violette, it was clear she was one of a kind,” says Anu Duggal, Founding Partner of Female Founders Fund. “Her unique combination of French style and deep artistry immediately set her apart, and we had conviction in her ability to build something special from day 1. This is one of the most exciting launches at Sephora in years.“
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