PORTRAIT

We sit down with Violette Serrat, founder of Violette_FR

From the twinkling lights of the French capital to the inspiring streets of New York, Violette Serrat – founder of the eponymous brand Violette_FR – has spent her life immersed in colour, working as one of the industry’s most sought after makeup artists and consultants before launching her own expertly curated line. Perhaps that’s why her products so vividly abound in pigments… With a vision of beauty that blends quiet femme fatale confidence with unexpected colour and feel-good formulas, it’s no surprise her boldly blurred looks have made a mark on the beauty scene. Join us as we meet the woman behind the makeup brand we'd always hoped someone would create…

Tell us about yourself

“I'm Violette, founder of Violette_FR. I grew up in France and spent years as a makeup artist working on brand campaigns, editorial shoots, and with muses from all walks of life. Later, I began consulting for beauty brands and sharing my perspective online, building a community. Throughout every chapter of my career, my French background has shaped the way I think about beauty. I've always been fascinated by the transformative power of makeup – not to hide who we are, but to reveal something deeper about ourselves."

"For me, makeup is a way to express our mood, our personality, and embrace our own je ne sais quoi. It can make us feel more confident, more playful, and more ourselves. Creating Violette_FR was the natural culmination of everything I've learned over the years. I wanted to build a brand rooted in artistry, high-performance formulas, and the French philosophy that beauty should feel accessible, joyful and intuitive.”

You grew up in France and now live in New York. How have these two cities shaped your vision of beauty and inspired Violette_FR?

“France taught me restraint. It taught me that beauty doesn't have to be perfect to be beautiful. There's an appreciation for individuality and subtlety. New York taught me confidence. It celebrates self-expression and encourages you to take risks. Violette_FR lives somewhere between those two worlds: effortless yet expressive. I've always said I wanted to build a company that's a French car with American gas. The soul of the brand is deeply French, but its drive, energy, and belief that anything is possible comes from New York.”

Given your name, do you think your passion for pigments was fate?

“You know what, I do think so. But my fascination with colour comes from somewhere much deeper than that. Colour has always felt emotional to me. It has the ability to shift your mood, tell a story, or reveal a side of yourself you didn't know was there. A swipe of red lipstick can feel empowering. A lavender wash on the eyes can feel poetic. I've always been interested in that emotional connection.”

Beyond colour, what fascinates you so much about makeup?

“The freedom it gives us. Makeup can be expressive, playful, protective, transformative – or all of those things at once. I love that it's both intimate and artistic. It's something you apply in front of a mirror, often during quiet moments with yourself, but it can completely change how you move through the world. What continues to fascinate me is that, like painting, it's a craft that never stops evolving. There is always a new technique to explore, a new texture to understand, a new perspective to consider. Even after all these years, I still feel like a student. Makeup constantly challenges me to look differently at colour, to experiment, and to keep learning.”

You infuse a lot of painting-inspired techniques into Violette_FR’s formulas and the looks you compose are picture perfect too. Where does this strong connection with art come from?

“Art has always been a big source of inspiration for me. Even before I became a makeup artist, I spent countless hours visiting museums, studying painters, and learning how artists use colour and texture. I even took painting classes when I was younger. And yes, many of the formulas I create are inspired by artistic techniques. Bisou Blush and Plume Blush, for example, were both inspired by Renaissance painting techniques – sfumato and velatura – two distinct ways of creating depth through light and layering. I think about makeup the same way painters think about their canvases: building something nuanced, emotional and alive.”

Did you always know that one day you would create your own brand?

“Yes. At first though, the idea lived in the back of my mind – more as an inkling or a dream than a concrete plan. As I spent more time working with beauty brands, that vision became clearer. I saw gaps in the market, products I wished existed, and opportunities to approach beauty differently. I couldn't stop thinking about the formulas and shades I wanted to create. Over time, what began as a quiet dream evolved into a very clear vision. And at a certain point, creating Violette_FR no longer felt like a possibility – it felt like something I had to do.”

How would you define your vision of beauty?

“My understanding of beauty is deeply rooted in French culture. At its core is self-care – taking care of your skin, your well-being, and approaching beauty in a more holistic way. In France, there is a strong culture of beauty education, often passed down through mothers and supported by the amazing pharmacy culture.

Beyond that, beauty is individuality. It's not about perfection or trends. It's about feeling connected to yourself and expressing who you are. The most beautiful people are often the ones who are completely comfortable in their own skin.”

#seo: The founder of Violette_FR's bathroom

If we were to step into your bathroom, what are the must-haves and daily essentials that we’d find?

“My bathroom is full of products, but I'm very loyal to a few essentials that consistently make my skin feel healthy. Boum-Boum Milk is my everyday absolute essential. It balances, hydrates, and sets the foundation for all my other skincare. I always follow it with C'est La Cream – which locks in moisture and protects my skin barrier throughout the day.”

#seo: Getting ready with Violette Serrat

In your opinion, what is the game-changing skincare product to prep your skin for makeup?

“Makeup sits beautifully on healthy, hydrated skin. That's one of the reasons I created Boum-Boum Milk – to simplify the process while giving skin exactly what it needs. This product hydrates without leaving skin feeling sticky or greasy. It's formulated with birch sap water, an ingredient known for its incredible soothing benefits. It helps calm many forms of irritation and sensitivity, leaving skin balanced, comfortable and ready for makeup.”

What is your tip for ensuring long-lasting makeup? Although we know that the staying power of Violette_FR products is impeccable…

“Less product than you think. Most people apply too much. Thin layers create longevity. I prefer building gradually rather than applying everything at once. Skin should still look like skin.”

What is your creative process before launching a new must-have?

“It always starts with a real need. Sometimes it's something missing from my own makeup bag. Sometimes it's a technique I've developed as an artist that I want to make easier for everyone. Then comes years of formulation, testing, and refining textures, pigments and wear. We obsess over every detail until the product feels intuitive, effortless and unique.”

Among all the products from Violette_FR, which ones never leave your handbag?

“Balm Amour, Bisou Balm, Boum-Boum Milk, and Avec Amour. Those are my desert-island products.”

For an office look, what is THE non-negotiable, must-have product?

“Bisou Balm. It gives just-kissed lips you can apply and forget about.”

For a brunch with friends?

“Balm Amour Tinted Lip Treatment. A touch of colour, healthy shine, and treatment benefits all at once.”

And for dinner?

“Yeux Paint or Petal Bouche. I love how quickly it can transform a look and create something more expressive.”

Do you have a 5-minute ‘glow fix’ to brighten your complexion?

“Apply Boum-Boum Milk generously in layers and massage your face for one minute with C'est La Cream. Add a touch of Baume Shine high on the cheeks, and finish with a healthy lip, like Balm Amour. It's amazing how much life that combination brings back to the face.”

Do you think your self-care philosophy has evolved since becoming a mum?

“Absolutely. Motherhood has taught me to be gentler with myself. I've become less interested in perfection and more interested in well-being. I want my daughters to understand that beauty isn't something you chase. It's something you cultivate through confidence, self-respect and self-expression. It's also made me much more mindful of the ingredients I put on my skin and into my body. I pay closer attention to what I use every day and think more carefully about the role those products play in my overall health and well-being.”

Beyond cosmetics, what are the wellness rituals that help you re-centre and take care of yourself and your body?

“For me, wellness is about returning to myself. It can look like spending a day taking in art, walking in nature, or simply being present with my family. I think it's so important to give yourself the time and space to slow down, recharge, and reconnect with what inspires you. When I do that, I feel more grounded, more creative, and more like myself.”

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