Violette_FR, the beauty brand founded by New York-based, French-born makeup artist Violette Serrat, has raised series B funding.
The funding round was led by New York-based emerging growth equity firm Silas Capital, alongside Experienced Capital, a Paris-based operational growth equity fund. Monogram Capital Partners and Felix Capital also participated. Terms of the deal were not disclosed.
This new capital infusion will drive Violette_FR’s next phase of growth, focusing on global expansion, product innovation and digital enhancement.
Violette Serrat, the company’s founder, said: “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. 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.”
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Violette_FR launched in 2021, debuting the makeup artist’s now 14-piece beauty collection, which includes makeup, skin care and hair care, with the goal of democratizing “French-girl” beauty.
Products include Boum-Boum Milk skin care spray, $43, and the Bisou Balm sheer matte lipstick, $29.
Brian Thorne, partner at Silas Capital and lead investor, said: “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.”
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.”
The brand previously raised a seed round led by Female Founders Fund, Felix Capital and Greycroft Ventures, followed by a series A in 2021 led by Monogram Capital Partners. These investments supported the brand’s initial direct-to-consumer push and expansion into multiple retail locations, including La 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.
At the same time, the brand has been strengthening its team with a series of hires including Heidi Merris, who was appointed president appointed in 2023. She previously worked at Pat McGrath Labs and Bobbi Brown among others.