Violette Serrat’s journey has reached an exciting new chapter as she launches her beauty brand, Violette_FR, in the iconic Liberty department store in London. This new beauty studio, located in what used to be a chocolate shop, showcases her vision and passion for beauty. Starting this Monday, visitors will find not just her popular products like Bisou balms and blush but also unique co-creations, including Liberty-print sleepwear and curated selections known as The Founder’s Kit. With Liberty celebrating its 150th year, Violette’s brand is poised at a prime retail location, complete with beautiful windows and a separate entrance on bustling Carnaby Street, an area known for its mix of locals and tourists.
The new location stands as Violette_FR’s largest space to date, featuring generous makeup counters, inviting makeup stations, and decor that reflects Serrat’s artistic sensibility. Antique furniture, bookshelves filled with creative inspiration, and her distinctive “cabinet of curiosities” tell the story of her artistic journey. Serrat, who has a background in art from École de Louvre, took personal charge in crafting the aesthetic of the space, ensuring it aligns with Liberty’s unique charm. In a heartfelt statement, she expressed how opening in Liberty is a dream come true, reflecting her admiration for the store that has been a significant part of her life since childhood.
Serrat’s ambition is reflected in her thoughtfulness towards the retail experience. She did not want to settle for a simple display; rather, her vision encompassed creating a boutique atmosphere that immerses visitors in the essence of her brand. By sourcing vintage pieces and even painting elements of the decor, she infused personal touches that mirror her creative process. This strategic planning follows a successful series B funding round, which aims to sustain the growth and availability of her products in retail locations, including major chains like Sephora across North America and renowned shops like Le Bon Marché in Paris.
Managing growth has become a complex yet rewarding challenge for Serrat. Her focus remains on sustaining momentum without compromising on customer satisfaction. “I want people to get their products,” she emphasized, seeking to maintain availability, rather than allowing products to sell out. This mindset is essential as she navigates expansion while aiming for profitability. Her strategic development is aimed at stabilizing the business in key markets like North America, France, and the U.K. As she gradually expands, she is intent on building a solid foundation while staying true to her artistic vision and the mission of her brand.
At the heart of Violette_FR is a commitment to “products with purpose.” Serrat envisions creating not just functional beauty items but meaningful experiences that resonate with customers. She dreams of establishing flagship locations in major cities that feel like artistic ateliers, offering personalized treatments and sessions to connect with customers on a deeper level. With an emphasis on benevolence in customer service, her goal is to empower makeup artists to be attuned to clients’ needs, treating beauty as both a functional tool and a means to elevate self-confidence.
Embodying a nurturing approach extends to how Serrat views other beauty brands. Rather than seeing them as competition, she sees potential collaboration and aims to complement the market. Her focus lies on innovating within niches that remain untapped, like her versatile Bisou balms, which simplify the beauty routine. This innovative spirit reflects her passion for color and art, which dates back to her childhood fascination with vibrant hues. With upcoming launches, like an easy-to-apply eyeshadow, she remains committed to creating beauty that invites creativity while catering to a contemporary audience looking for simplicity and elegance in their makeup routines.