Fragrance house

Violette_FR

Founded in 2021 by French makeup artist Violette Serrat, VIOLETTE_FR is a multi-category beauty maison spanning makeup, skincare, haircare, and fragrance. Serrat’s training in painting at the École du Louvre shaped a visual approach drawing on art and emotion, while the brand’s creative philosophy centers on individuality and self-expression: beauty is intended to enhance rather than conceal personal features, summarized in the phrase “complete, not compete.” At its public launch in April 2021, VIOLETTE_FR introduced six products, including the Avec Amour roll-on perfume. That fragrance has particular creative importance in the brand’s origin story: Serrat said it had to be created before the other products because it was intended to express VIOLETTE_FR’s sensual, daring, and free attitude. In December 2024, Experienced Capital acquired a stake in VIOLETTE_FR through a Series B round led by Silas Capital. The financing marked a development phase centered on product innovation, digital enhancement, and international growth.