Violette_FR, the beauty brand founded by makeup artist Violette Serrat, has announced the closing of its Series B funding round. Led by Silas Capital (which previously invested in ZitSticka and Ilia, among others), with participation from Experienced Capital, Monogram Capital Partners, and Felix Capital, this investment will fuel the brand's global expansion, product innovation, and digital enhancements. The brand has also added to its leadership team with the appointment of Heidi Merris as president.
Violette_FR has garnered a following since its launch in 2021, known for its makeup, skin care, and hair care products inspired by French women.
Brian Thorne, partner at Silas Capital and lead investor, stated, "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. 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."
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."
Violette Serrat, the company's founder, says, "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. 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."
