Violette_FR Arrives at Sephora

Violette_FR is officially crossing the Atlantic. On February 28, 2025, the French beauty brand will expand its North American presence through its first US retail partnership with Sephora. Launching in over 190 stores across the region, Violette_FR will soon be available for customers to experience cult classics such as Bisou Balm blurring matte lipstick, Yeux Paint liquid shadow and liner, and Boum-Boum Milk skincare spray up close and personal.

Founded in 2021 by makeup artist Violette Serrat, Violette_FR has redefined ‘French-girl’ beauty, earning recognition for its artistic, high-performance cosmetics that celebrate individuality. Its multi-category collection—including makeup, skincare, haircare, and fragrance—embodies the brand’s commitment to accessible beauty with an artisanal edge. The formulas are vegan, cruelty-free, and clean, with an A-list fanbase that includes Emily Blunt, Greta Lee, Kerry Washington, and director Greta Gerwig.

Until now, the beauty maison has primarily operated as a direct-to-consumer brand, aside from select partnerships with retailers in France and, more recently, Mecca in Australia. Serrat wanted to focus on development in the brand’s early years before expanding its retail presence. As she explained, “When I launched Violette_FR in 2021, it was important to establish the brand’s DNA. That meant growing slowly to cultivate an intimate space where I could stay directly connected with my community, strengthening our relationship and allowing the brand to discover its true voice.”

After years of successfully growing the company—and having recently completed a Series B funding round—Serrat felt the time was finally right to begin expanding globally in stores. She chose to partner exclusively with Sephora because the retailer gave Violette_FR the freedom to showcase its unique products in its own way. “We incorporated a mini version of our signature ‘cabinet of curiosities’ into the gondola—a display capsule that showcases my inspirations, where every detail tells a story,” Serrat said.

This connection between the art and the artist is one of the key reasons Violette_FR is regarded as one of the most innovative beauty brands in recent years. And the missing piece for many consumers was the option to interact with the products in person. “Something magical happens when our community engages with our products firsthand—it’s an ‘aha’ moment where they feel the formulas and experience the depth of each shade,” Serrat said.

Since its US debut in 1998, Sephora has been a go-to destination for American beauty lovers. Known for its mix of iconic and emerging brands, as well as its focus on innovation and immersive shopping experiences, the retail giant has helped shape the industry by bringing new and cult-favourite products to a global audience.

“Violette_FR offers approachable formulas inspired by effortless French beauty, combining bold and minimalist makeup styles,” said Alison Hahn, SVP of Makeup & Fragrance Merchandising at Sephora. “We look forward to welcoming this brand to our Sephora community and know that it will be a wonderful addition to our growing makeup assortment.”

Violette_FR will be available in Sephora stores across the US and online at sephora.com.