portrait

In the bathroom of Violette Serrat, founder of Violette_FR

Fate has an eye for aesthetics. How else can one explain that a woman named Violette would become one of the most distinctive voices in the world of pigments? Violette Serrat grew up amid Parisian museums and the shifting lights of film sets, learning that makeup isn’t a way to hide, but a language to be shared. Now the founder of Violette_FR, she has spent years refining what she does best: pigments that shimmer, textures that melt into the skin, and a certain vision of beauty that doesn’t seek to convince, but to reveal. Meet the woman who created the makeup brand we’ve all been dreaming of.

Tell us all about yourself

“I’m Violette, founder of Violette_FR. I grew up in France and spent many years as a makeup artist, working on brand campaigns, editorial photo shoots, and with muses from a wide variety of backgrounds. Later, I began consulting for beauty brands and sharing my vision online, building my community. At every stage of my career, my love for art in all its forms has shaped my vision of beauty. I’ve always been fascinated by the transformative power of makeup—not to hide who we are, but to reveal something deeper within us.”

For me, makeup is a way to express our mood, our personality, and to embrace what makes us unique. It can make us feel more confident, more playful, more like ourselves. Creating Violette_FR the natural culmination of all those years of learning. I wanted to build a brand rooted in art, driven by high-performance formulas, and inspired by the philosophy that beauty should be accessible, joyful, and intuitive.”

You grew up in France and now live in New York—how do you think these two cities have shaped your vision of beauty and inspired the creation of Violette_FR

“France taught me restraint. It taught me that beauty doesn’t have to be perfect to be beautiful. There’s a genuine appreciation for individuality and subtlety. New York taught me confidence. This city celebrates self-expression and encourages taking risks. Violette_FR somewhere between these two worlds: effortless yet expressive. I’ve always said I wanted to build a brand that’s like a French car with American fuel. The brand’s soul is deeply French, but its energy, drive, and belief that anything is possible come from New York.”

Do you think you were destined to develop a passion for pigments with a first name like that?

“You know what, I really do think so. But my fascination with colour from something much deeper. colour always been emotional for me. It has the power to change your mood, tell a story, or reveal a side of yourself you never knew existed. A touch of lipstick can give you strength. A hint of lavender on your eyes can be poetic. I’ve always been interested in that emotional connection.”

Beyond colour, what else fascinates you so much about makeup?

“The freedom it offers us. Makeup can be expressive, playful, protective, transformative—or all of these at once. I love that it’s both intimate and artistic. It’s something we apply in front of a mirror, often during quiet moments with ourselves, but it can completely change the way we approach the day. What continues to fascinate me is that, like painting, it’s an art form that never stops evolving. There’s always a new technique to explore, a new texture to understand, a new perspective to consider. Even after all these years, I still feel like a student. Makeup constantly pushes me to look at colour , to experiment, and to keep learning.”

You incorporate a lot of techniques inspired by painting into your formulas, and one could even say that you compose each look like a painting… Where does this strong connection to art come from?

“Art has always been a great source of inspiration for me. Long before I became a makeup artist, I spent countless hours visiting museums, studying painters, and learning how artists use colour texture. I even took painting classes when I was younger. And yes, many of the formulas I create are inspired by artistic techniques. Bisou Blush and Plume Blush, for example, were inspired by Renaissance painting techniques—sfumato and velatura—two distinct ways of creating depth through light and layering. I think of makeup the same way painters think of their canvases: building something nuanced, emotional, and alive.”

Did you always know you'd start your own brand?

“Yes. At first, the idea was just lingering in the back of my mind—more like a hunch or a dream than a concrete plan. As I spent more time working with beauty brands, that vision became clearer. I saw gaps in the market, products I wished existed, and opportunities to approach beauty differently. I couldn’t stop thinking about the formulas and shades I wanted to create. Over time, what had started as a dream turned into a very clear vision. And at a certain point, creating Violette_FR longer just a possibility—it was something I had to do.”

How would you define your vision of beauty?

“My understanding of beauty is deeply rooted in the daily celebration of oneself. I feel like this is part of French culture for French women, and that certain rituals are passed down from mother to daughter; but living in other countries, I’ve discovered that this isn’t the case everywhere in the world. It’s not about perfection or trends. It’s about feeling connected to yourself and expressing who you are. The most beautiful people are often those who feel completely comfortable in their own skin.”

And if we were to step into your bathroom, what are your must-haves, your favorite skincare products, and your daily essentials?

“My bathroom is full of products, but I’m very loyal to a few essentials that always make my skin feel great. Boum-Boum Milk is my absolute daily must-have. It balances, moisturizes, and sets the stage for all my other skincare products. I always apply it before C'est La Cream, which locks in moisture and protects my skin barrier all day long.”

What do you think is the game-changing skincare step for preparing your skin before applying makeup?

“Makeup looks beautiful on healthy, moisturized skin. That’s one of the reasons I created Boum-Boum Milk—to simplify the process while giving the skin exactly what it needs. It hydrates without leaving the skin sticky or greasy, and is formulated with birch sap water, an ingredient known for its incredible soothing benefits. It helps calm many forms of irritation and sensitivity, leaving the skin balanced, comfortable, and ready for makeup.”

By the way, what’s your trick for making your makeup last? Although we know that Violette_FR products Violette_FR perfectly…

“Less product than you might think. Most people apply too much. Thin layers ensure long-lasting results. I prefer to build it up gradually rather than apply everything at once. The skin should always look like skin.”

What's your creative process before launching a new must-have item?

“It always starts with a real need. Sometimes it’s something missing from my own makeup bag. Sometimes it’s a technique I’ve developed as a makeup artist that I want to make more accessible to everyone. Then come years of formulation, testing, and refining textures, pigments, and wear. We fine-tune every detail until the product feels intuitive, effortless, and unique.”

Of all the Violette_FR products, which ones are always in your purse?

“Balm Amour, Bisou Balm, Boum-Boum Milk and Avec Amour. These are my must-haves.”

For an office look, what do you think is THE must-have product?

“Bisou Balm. It gives your lips that ‘just-kissed’ look—it’s so easy to wear…”

How about brunch with the girls?

“Tinted Love Balm. A touch of colour, a radiant glow, and the benefits of skincare—all in one.”

How about dinner?

“Eye Paint or Petal Lips. I love how quickly they can transform a look and create something more expressive.”

Do you have a 5-minute “quick fix” tip to brighten up your complexion?

“Apply Boum-Boum Milk generously in successive layers and massage your face for one minute with C'est La Cream. Add a touch of Shine Balm on top of your cheekbones and finish with a lip treatment like Balm Amour. It’s amazing how this combination can restore radiance to your face.”

Do you think your approach to self-care has changed since you became a mom?

“Absolutely. Motherhood has taught me to be kinder to myself. I’ve become less concerned with perfection and more focused on well-being. I want my daughters to understand that beauty isn’t something to be pursued. It’s something you cultivate through confidence, self-respect, and self-expression. It’s also made me much more mindful of the ingredients I put on my skin and into my body. I’m more careful about what I use every day, and I pay closer attention to the role these products play in my overall health and well-being.”

Beyond cosmetics, what are your wellness rituals that help you refocus and take care of yourself—both from the inside out and physically?

“For me, well-being is about reconnecting with myself. It could be spending a day exploring art, taking a walk in nature, or simply being present with my family. I think it’s so important to give yourself the time and space to slow down, recharge, and reconnect with what inspires you. When I do that, I feel more grounded, more creative, and more like myself.”

How do you see the future of Violette_FR

“I see Violette_FR a modern home. I want to continue creating products that truly move the industry forward: products that make beauty more intuitive, more artistic, and more joyful—and that respect both the planet and people. We’re just getting started. There are so many ideas I want to bring to life, and I hope we’ll continue to inspire people to approach beauty with creativity and confidence.”

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