Violette_FR, the French make-up brand founded by Violette Serrat, has completed a Series B financing round of an undisclosed figure.
The round was led by Silas Capital, a New York based growth equity firm, also co-led by French operational growth equity firm, Experience Capital.
Existing investors Monogram Capital partners and Felix Capital also participated.
The new capital investment will help Violette_FR drive the brand’s anticipated next phase of growth and help its global expansion aims, particularly in the US.
In a press release, Serrat said: “I’ve always approached my business with a long-term vision akin to building a luxury maison rather than a high-growth start up, because of this I have carefully orchestrated my dream line of products while staying customer centric and true to my instincts.
“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.”
Violette_FR launched in 2021 and spans across make-up, skin care and fragrance.
Bestsellers include the Boum Boum Milk facial spray and the Bisou Balm sheer lipstick.
Violette Serrat was previously Estée Lauder’s Global Beauty Director and is currently Guerlain’s Creative Director of Makeup.
Speaking to Cosmetics Business in 2022, Serrat said she built her brand for people who are interested in championing individuality and differences.
She said: “The market is saturated with trends which focus heavily on tonnes of steps which can be counterintuitive to your skin's overall health.
“That's why I really inject a lot of this philosophy into the brand, because I really don’t want people to hear that they aren't perfect and need fixing.”
Brian Thorne, partner at Silas Capital, said: “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.
“We are fully convinced of the brand’s potential to become the next leading French beauty maison.”