The multi-category clean beauty brand Violette_FR, created by New York-based, French-born makeup artist and vlogger Violette Serrat, has secured a new funding round led by New York-based equity firm Silas Capital alongside, Paris-based equity fund Experienced Capital. The round also saw participation from existing investors Monogram Capital Partners and Felix Capital. The fresh money will be used to fuel the brand’s global expansion, including the expansion of the product innovation pipe, and the enhancement of e-commerce and digital platforms. The investment will also further the brand’s commitment to sustainability through new initiatives focused on more eco-friendly packaging and ethical ingredient sourcing.
After advising top brands like Guerlain, Dior and Estée Lauder, Serrat ventured into a broad product line — an ambitious move in a market that, after the pandemic, had been focusing on single-category, minimalist offerings, especially in skincare. Violette_FR launched in 2021 and now features a 14-piece beauty collection, which includes makeup, skincare, and haircare.
Unlike many beauty start-ups that bank on quick launches closely following the mood swings of social media, Violette_FR is focusing on perfect formulations, supported by an extensive R&D process that often spans 3 to 5 years for new product launches.
I’ve always approached my business with a long-term vision, akin to building a luxury maison rather than a high-growth startup. Because of this, I have carefully orchestrated my dream line of products while staying customer-centric and true to my instincts. I view Violette_FR as a lifestyle brand—one that seamlessly integrates beauty into a broader, curated lifestyle. We are thrilled to have a team of investors who continue to support us, allowing Violette_FR to thrive while maintaining the integrity of the brand and its unique position in the beauty landscape,” commented Violette Serrat.
This strategic positioning, along with Serrat’s growing cult following (now over 1 million on social media), initially attracted investors, including a seed round led by Female Founders Fund (FFF), Felix Capital, and Greycroft Ventures, followed by a Series A in 2021 led by Monogram Capital Partners. These investments supported the brand’s initial direct-to-consumer (DTC) push and expansion into multiple retail locations across France, Australia, Canada, the UK, and the USA, including Le Bon Marché, Oh My Cream!, Mecca, and Moda Operandi.
While DTC remains Violette_FR’s primary distribution channel, the brand plans a major retail partner announcement in 2025, set to significantly increase its retail footprint.
Leadership expansion
The funding announcement coincides with a significant strengthening of Violette_FR’s leadership team. Heidi Merris, President appointed in April 2023, brings extensive experience (Pat McGrath Labs, Bobbi Brown Cosmetics, Estée Lauder Companies) in scaling founder-led beauty brands and optimizing operational efficiency. Tracy Holding, SVP of Global Marketing, brings 15+ years of digital, ad, and marketing expertise (Pat McGrath Labs, Glamsquad). Executive Creative Director Carlos Jadraque brings 20+ years in the fashion and beauty industry (Oscar de la Renta, Ralph Lauren, Condé Nast), while Amandine Isnard, SVP of Product Innovation & Supply Chain, (formerly Augustinus Bader, Space NK, Chantecaille) ensures the team remains at the forefront of clean beauty with a focus on conscious formulation and packaging efforts. Jennifer Osman, SVP of Finance & Operations, joined in November 2023, spearheading the brand’s financial strategy and operational initiatives to drive sustainable growth and enhance overall efficiency. Chloé Loisillier, General Manager, Europe, brings expertise in business development (formerly with Oh My Cream!) and is well poised to strengthen Violette_FR’s presence across the EU.
