Founder Violette Serrat Discusses the Journey of Violette_FR from a Dedicated Fan Base to Launching at Sephora

      Welcome to The Who What Wear Podcast, your direct connection to the designers, stylists, beauty experts, editors, and tastemakers shaping the fashion and beauty industry. Subscribe to The Who What Wear Podcast on Apple Podcasts and Spotify. Violette Serrat entered the world of makeup by chance. "My background is in art and fashion design, which is what I studied," Serrat explained. "I stumbled into makeup when I applied a full face of glitter on a friend—not your traditional makeup." Although Serrat did not attend beauty school or assist other makeup artists, she drew on her artistic knowledge to craft her own products on set. "I applied what I learned from creating my paintings using pigments and raw materials to develop unique looks that set me apart from the trends in the fashion industry at that time," she shared. Serrat eventually worked with iconic brands like Dior and Estée Lauder. In 2021, she launched Violette_FR, a diverse beauty brand that has quickly garnered a devoted following. Earlier this year, the brand made its debut at Sephora. In the latest episode of The Who What Wear Podcast, Serrat discusses her journey, the creation process behind some of Violette_FR's bestsellers, and more. For highlights from their conversation, scroll below.

      Before we dive into the growth and expansion of the brand, could you share your journey from makeup artist to beauty entrepreneur? My foundation is in art and fashion design, which is what I studied. I fell into makeup by chance while doing a friend's makeup—but it was far from conventional. It was a full face of glitter. I realized, "Oh, this is like dressing and painting a face. It’s a beautiful blend of my studies, and I’m passionate about it. I can’t choose just one path, so perhaps I should approach makeup this way." Following that realization, I focused solely on being a makeup artist. I never assisted anyone or went to makeup school. Instead, I utilized my skills in creating paintings with pigments and raw materials to develop my own products on set, allowing me to create looks that were distinct from prevailing fashion trends.

      I dedicated around 15 to 17 years to being a makeup artist in the fashion industry before launching my own brand. Alongside that, I worked with Dior as a makeup designer since I was 26, then served as the global beauty director for Estée Lauder, followed by a stint with Guerlain. Essentially, for those unfamiliar, I was like the fashion designer for a beauty house, responsible for designing makeup products and guiding creative direction, including how to communicate looks and packaging.

      Could you discuss some of your bestsellers? How did you develop them, and how do they stand out from similar products on the market? I don’t feel the need to have every type of product available in the market. As a makeup artist, I use various brands and am always happy to support outstanding products from others. That doesn’t diminish my brand; instead, it helps us be more environmentally conscious and intentional with product development, driving me to innovate, which can be both enjoyable and challenging.

      Boum-Boum Milk was a significant breakthrough, a spray that serves almost as an entire routine for those like me with contact dermatitis and very dry skin… No toner or milks on the market have worked for me like this one, and the results have been incredible. Seeing the positive outcomes on people’s skin is truly rewarding. We’ve even obtained certification that it’s safe for those with eczema or psoriasis because we’ve witnessed remarkable results there. That was a significant achievement for me.

      Then there’s Bisou Balm, a product I’ve long dreamed of creating. In France, we have a method called bouche mordue, where we apply lip balm, follow with a bit of lipstick, massage it in, then blot the excess with a tissue for a softer matte look. This technique gives your lips a flushed appearance as if you’ve just been kissed. I wanted a product like that, but didn’t understand why one didn't exist. I also have textured lips, so I sought a formula that would blur imperfections and provide a sensual pout. It seemed simple to create a sheer, matte, blurring, hydrating lipstick, but it turned out to be a laborious process. We collaborated with numerous labs, yet no one could achieve it; it’s actually easier to produce a conventional bullet lipstick. The response to it has blown me away—it’s rewarding because I had a vision that only I could see in my head, and I fought hard to bring it to fruition.

      Lastly, there’s Bisou Jelly, which is the sibling to Bisou Balm. It’s a jelly product with a pigment-filled core, innovatively hand-filled. It delivers exactly what I envisioned… You apply the jelly just above the lip line for a sensual pout, and the core spreads the pigment while being highly hydrating. That has been a substantial