Violette_FR Completes Series B Funding
Violette_FR, the clean beauty brand founded by French makeup artist Violette Serrat, has successfully completed a Series B funding round. This significant milestone was led by Silas Capital, a New York-based emerging growth equity firm focused on next-generation consumer brands, and Experienced Capital, a Paris-based operational growth equity fund dedicated to aspirational consumer brands. Existing investors Monogram Capital Partners and Felix Capital also participated in the round, which will fuel the brand’s global expansion, product innovation, and digital enhancement.
Founded in 2021, Violette_FR has become synonymous with redefining ‘French-girl’ beauty and is celebrated for its artistic and high-performance cosmetics. Its 14-piece collection, encompassing makeup, skincare, and haircare, highlights the brand’s dedication to democratising beauty while maintaining an artisanal approach.
“I’ve always approached my business with a long-term vision, akin to building a luxury maison rather than a high-growth startup,” said Serrat. “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.”
The funding will also bolster the brand’s sustainability initiatives, with a focus on eco-conscious packaging and ethical ingredient sourcing, reinforcing its position as a leader in clean beauty. In parallel, the brand has strengthened its leadership team with the addition of seasoned experts, including Heidi Merris as President and Amandine Isnard as SVP of Product Innovation. These appointments underscore Violette_FR’s commitment to scaling its operations while staying true to its values.
“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,” said Brian Thorne, Partner at Silas Capital and lead investor. “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.”
Established in 2012, Silas Capital has dedicated itself to supporting emerging consumer brands, enabling them to achieve revenue growth, streamline operations, and enhance brand value. Alongside its financial investments, the firm offers expertise in e-commerce, digital strategy, and traditional retail development. Its portfolio includes prominent beauty brands like ILIA Beauty, Vacation, Herbivore Botanicals, and Makeup By Mario.
While direct-to-consumer sales remain the primary focus, Violette_FR is set to announce a major retail partnership in 2025, significantly increasing its retail footprint across international markets. The company’s careful selection of retail partners ensures alignment with its sophisticated and artistic ethos, showcasing its products in environments that reflect its brand identity. This measured approach to growth, combined with disciplined financial strategy, highlights Violette_FR’s dedication to long-term sustainability.