You may well have seen Violette Serrat’s beauty tutorials. Effortless, fun and smart, they represent the Paris-born Brooklyn-based beauty guru down to a T. Her style and skill, in addition to her wise and witty newsletter Why I Don't Contour, has earned her a loyal fanbase. With over 300,000 subscribers on YouTube and yet more followers on Instagram, it was perhaps inevitable that after working as International Makeup Designer for Dior, consulting for Sephora and collaborating with Estée Lauder, she'd launch her own line. Enter Violette Fr.
Despite having abundant access to the best beauty brands in the game, for her, there was always something missing. “Everything... is easy to use by anyone— from the maven to the novice. I was and still am focused on sourcing clean, but highly pigmented formulas, and packaging that is not only beautiful and easy to use, but environmentally-conscious.” You'd be forgiven for thinking the brand only dealt in make-up, but Serrat wanted to get stuck into skincare, haircare and fragrance too. That's not to say that her line is impossibly expansive. Quite the opposite in fact: an 11-piece collection across six categories. And true to Francophile form, “it’s about enjoying yourself versus improving yourself,” she says.
Boum-Boum Milk is a three-in-one toner, moisturiser and serum. In interviews she's preempted scepticism, prefacing the inclusion of skincare with “I know you might not want to trust a skincare product from a make-up artist, but please try this one.” Yeux Paint Liquid Eyeshadows do not budget (seriously) and come in rich and standout shades (our favourite is Blue de Minuit, a sumptuous navy). Baume Shine is touted as a suits-all highlighter. Then, there's a dry shampoo called Frange Puff and a vetiver-tinged roll-on perfume called Avec Amour. Of course, the line wouldn't be complete without a French girl's beauty armour: a lipstick. Called Petal Bouche Matte and inspired by red rose petals, it's a weightless and velvety formula that gives a perfect lived-in look.
Prices range from £18 to £56, and are available to buy on her website, here.
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