VIOLETTE_FR secures Series B funding to fuel global expansion
VIOLETTE_FR, the multi-category clean beauty brand from make-up artist Violette Serrat, has raised funds to fuel its next phase of global growth in a Series B round led by Silas Capital.
Established by French-born, New York-based Serrat in 2021, VIOLETTE_FR spans both skincare and cosmetics (unusually for a make-up artist founded brand), with heroes in the range including the £44 “Boum-Boum Milk” skincare spray and the £30 “Bisou Balm” sheer matte lipstick.
A former consultant to the likes of Dior and Estée Lauder, Serrat set out in the wake of the pandemic to launch a multi-category line that democratised the "French girl" look. Explaining her approach to building the brand, Serrat said she had always operated more akin to a luxury house than a high-growth start-up by investing heavily in R&D and taking time to perfect formulations and to produce precise shades.
The best-selling Bisou Balm
“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,” Serrat said.
Investor Silas Capital is a New York-based emerging growth equity firm focused on exceptional next-generation consumer brands. It was joined in the latest funding round by Experienced Capital, a Paris-based operational growth equity fund dedicated to aspirational consumer brands, along with existing investors Monogram Capital Partners and Felix Capital.
Brian Thorne, Partner at Silas Capital and lead investor, expressed his enthusiasm for the Series B round, stating, “VIOLETTE_FR stands out in the beauty landscape for its aspirational French brand appeal, driven by Violette’s authenticity and credibility, which resonate deeply with consumers. Her innovative approach shines through in the brand's ability to extend across categories—skin, color, hair, and fragrance—as well as in standout products like Boum-Boum Milk, Bisou Balm, and Yeux Paint Dieu Bleu. We’re excited to partner with Violette to further accelerate both e-commerce momentum and wholesale expansion.”
VIOLETTE_FR often launches previously overlooked shades
Alban Gérard, Partner at Experienced Capital, added: “As a French investor, we are very proud to be joining Silas Capital and existing investors in backing such an aspirational French beauty brand as Violette_FR. Thanks to its unique and innovative positioning, and Violette’s impressive creative vision, we are fully convinced of the brand’s potential to become the next leading French beauty Maison.”
As well as offering high quality products as accessible prices, VIOLETTE_FR is committed to high ethical standards; it is Leaping Bunny Certified, cruelty-free and eco-conscious. The brand has amassed a cult following with more than one million followers on social media. It 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 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.
View this post on Instagram
Serrat says she relies on her instinct rather than data when it comes to developing new products. This has led the brand into launching previously underrepresented pigments, such as its longwear liquid eyeshadow and liner, Yeux Paint, in the bold hue Dieu Bleu. This shade, a best-seller among its 17 couture eye colors, is often overlooked by large-scale beauty companies due to past poor sales. One of the cult Bisou Balms is now sold very minute worldwide and is famous for its blurring effect and sensorial skin-like texture. It is responsible for bringing in 88% of the brand's new customers.
The Series B funding will support VIOLETTE_FR’s strategic goals, including accelerating product innovation, building the necessary infrastructure and stock levels for expansion in the US and international markets, and enhancing its e-commerce and digital platforms. This investment will also further the brand’s commitment to sustainability through new initiatives focused on eco-friendly packaging and ethical ingredient sourcing.
