Yesterday, according to WWD, Violette_FR, the French-inspired beauty brand founded by makeup artist Violette Serrat, has successfully closed its Series B funding round. The round was led by Silas Capital, a New York-based growth equity firm, with participation from Experienced Capital, Monogram Capital Partners, and Felix Capital. While the financial terms remain undisclosed, the investment is set to fuel the brand’s next phase of growth, focusing on international expansion, product innovation, and enhancing digital capabilities.
Violette Serrat, the founder of Violette_FR, emphasized the brand’s luxury maison-like approach to building its portfolio. “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,” she stated.
The Series B funding marks a significant milestone for the brand, which launched in 2021 with a 14-piece collection spanning makeup, skincare, and hair care. Notable products include the Boum-Boum Milk skincare spray ($43) and the Bisou Balm sheer matte lipstick ($29).
Brian Thorne, partner at Silas Capital, highlighted the brand’s distinctive appeal: “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.” Similarly, Alban Gérard of Experienced Capital expressed confidence in the brand’s potential to become the next leading French beauty maison, citing its innovative positioning and Violette’s creative vision.
The funding follows previous investments, including a seed round led by Female Founders Fund, Felix Capital, and Greycroft Ventures, and a Series A in 2021 spearheaded by Monogram Capital Partners. These investments supported the brand’s initial direct-to-consumer model and expansion into prominent retail locations such as Le Bon Marché, Oh My Cream!, Mecca, and Moda Operandi.
Looking ahead, Violette_FR plans to announce a major retail partnership in 2025 while continuing to prioritize its direct-to-consumer channel. The company has also been strengthening its leadership team, appointing Heidi Merris as president in 2023, who brings experience from Pat McGrath Labs and Bobbi Brown.
