Violet Grey Is Coming to the UK

Violet Grey, one of America’s most revered beauty retailers, is officially making its way across the pond. On 20 April, the Hollywood-born beauty curator will launch in the UK, bringing with it a covetable lineup of US beauty brands.

For those unfamiliar, Violet Grey offers a tightly edited mix of new, cult, and heritage labels — including exclusives. For many insiders, it’s a dream destination, both online and offline, for elite-level beauty. That’s largely because every product stocked by the retailer must first pass the Violet Code, a rigorous testing process in which an expert panel of dermatologists, makeup artists, and plastic surgeons trial formulas under professional conditions to determine what truly performs. Only products approved by over 70% of testers earn a place in the final edit.

Founded in 2013 by Cassandra Grey, the brand debuted with a brick-and-mortar boutique on Melrose Place in Los Angeles that went beyond traditional retail. Conceived as a destination in its own right, it welcomes local residents, tourists, and A-listers alike into an environment that conjures the glamour and aesthetic of old Hollywood.

Within industry circles, Violet Grey is also known for its ability to elevate brands and propel them to cult status. It is widely credited with putting Augustinus Bader firmly on the map when it introduced The Cream through an exclusive partnership in early 2018.

When violetgrey.com goes live for British shoppers, there will be immediate access not only to names such as Augustinus Bader, 111Skin, and Sam McKnight, but also to harder-to-find US brands including Eighth Day, Dr. Diamond’s Metacine, and Sweet Chemistry.

“We are incredibly excited to bring the world of Violet Grey to London,” says Grey. “From the beginning, our mission has been rooted in integrity — working with the most trusted experts in the industry to identify and deliver only the very best in beauty to our customers. The UK has always been home to an extraordinary community of artists, editors and insiders who have helped shape our edits over the years, many of whom are close friends and collaborators.”

For those who prefer to shop their beauty products in person, the launch will also include an exclusive experiential installation at Harvey Nichols in Knightsbridge, showcasing a curated selection of new and exclusive brands joining Violet Grey UK.

As if a full retail debut weren’t enough, Cassandra Grey is also introducing her first fragrance, Madame Grey, an extrait de parfum crafted by master perfumer Jérôme Epinette. It will be released in highly limited batches of just 1,100 bottles.

Madame Grey will launch alongside Violet Grey UK on 20 April.