Violette_FR expands its range of cosmetics and makeup
The Parisian-born makeup artist Violette Serrat launched her own brand in April 2021 after almost two decades of experience in the beauty industry and stints at firms such as Dior and Estée Lauder. After receiving positive feedback on her first seven products, which included a series of skin care and makeup essentials inspired by the “French culture of beauty”, the brand is continuing to expand its product portfolio by launching its first face cream as well as new shades of eye shadows and lipsticks.
The New York-based firm, invested by the French investment fund Felix Capital and the American venture capital firm Greycoft, launched its first protective barrier cream coined ‘C’est la Cream’. The multi-faceted product took four years to develop under the guidance of specialists such as Luc Jugla and can be applied as a face or body cream, a moisturing mask, or as an eye contour cream. However, its ‘barrier’ properties, a lipid barrier that locks in moisture and blocks the skin’s permeability, is its star feature. It creates a thin film of fat, cholesterol and ceramides that block harmful substances from penetrating the skin.
The silicone and petrolatum free cream, available on the brand’s online store at a price of €64 for the 93ml format, features a vegan formula and is made of 98% naturally sourced ingredients such as jojoba oil and dried getto leaves. The product is antioxidant in nature and “adapted to all skin types”, and was designed to be used in conjunction with Violette_FR’s flagship product, the Boum-Boum Milk, a moisturizing spray priced at €57 that “already counts on a community of loyal customers”.
"In some ways, Boum-Boum Milk is the skin's favorite drink. It penetrates and hydrates it deeply. And C'est la Cream acts like a shield, retaining hydration and protecting the skin from environmental factors," said Serrat on the absorbent nature of the products. In addition to running her own brand, the entrepreneur is also creative director of makeup at Guerlain.
"We wanted both products to work together. The 'milk' is a staple, while the cream’s use varies depending on individual needs. I was obsessed with understanding how the skin reacts to the products and in creating pleasant and sensual textures," continued the entrepreneur, who admittedly uses both products during the winter, while in the summer she only uses the milk, which she also sprays on her body and hair. As such, the brand also offers a pack containing both products to complete the skin routine, which is priced at 109 euros.
Violette_FR has simultaneously been adding products to its makeup range, which now features a new bright fuchsia ‘Petal Bouche’ matte liquid lipstick, priced at €25, along with two new beige and brown ‘Yeux Paint’ eyeshadow colors, available for €27. The products available for purchase on the brand’s online store are also distributed in select Parisian pharmacies which are located at 1 rbuue Rambuteau, 40 rue des Batignolles, Place de Clichy and Pharmacie Notre Dame de Marseille.
Going forward, the niche brand, whose largest market is the United States, is aiming to further develop its environmentally friendly practices. For the time being, Violette_FR offers vegan formulas, uses PCR packaging to promote circularity, and does not test its products on animals. Among its upcoming projects, the company is planning to launch new formats and sizes of its products in addition to offering a refill option.
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