Display space in Sephora is at a premium, so when a beauty brand wins a place in the leading cosmetics store, they better make the most of it. "I wanted to do a big piece of furniture with trays that show the inspiration behind our product, a cabinet of curiosities," said Violette Serrat, founder and CEO of VIOLETTE_FR. "My team was like, ‘It's cute, but…"
Serrat — lithe, gap-toothed, radiating denim-clad Jane Birkinesque chic — was onstage at SCADstyle in the museum theater for Refinery29's 'Grab a Mic for Gloss Angeles' live with hosts Sara Tan and Kirbie Johnson. Over the course of an hour's chat, topics included the power of a red lip, why it's okay to apply makeup with your finger, and what it means to "have a Bridget Jones moment." Yet everything kept coming back to Sephora, where VIOLETTE_FR products went on sale "just three weeks ago, which is so major," Tan said.
Serrat, who worked as global beauty director for Estée Lauder before launching VIOLETTE_FR in 2021, offered some context: "Sephora had reached out to me the first week of launch, and I was humbled, and I told them, let me see where this goes, I'm not ready yet."
This year, Violette was ready, and Sephora was waiting. Products like Bisou Jelly (a sheer matte hydrating lipstick) and Petal Bouche (liquid matte lipstick) have been instant hits.
"Trust me, I went to the biggest Sephora in Los Angeles, and I went to the Sephora here in Savannah, and everything is completely sold out," Johnson told the audience. "The cast member there was like, ‘Whether they're 8 or 80, they're coming in and buying them all within the hour and we don't see it again until it's restocked.'"
Serrat, ever decorous, smiled: "What matters is we focus on building a healthy business. Not everything is about sales. Connecting emotionally is our biggest marketing asset."
That connection is made in part through VIOLETTE_FR's cabinet of curiosities — which appears amidst the precious space at Sephora, showcasing inspirations from Italian Renaissance art to Bowie's "mind-blowing" Starman. "People stop to look," Serrat explained. "No one is talking to them or selling to them. They connect on an emotional level, then come to the products. This thing that doesn't create direct sales, actually it does."
A high point came during the Q&A, when student Kai Cameron (B.F.A. business of beauty and fragrance) stood and asked, "About your product Objet de Reflexion, how were you able to connect the dots in the mind of the consumer between surrealism and fine art and beauty?"
"We created a story," Serrat said. "Objet de Reflexion is brass, brushed so well that you can see yourself in the reflection, even though there's no mirror. I thought, how can I help you look at yourself as a gorgeous creature instead of chasing perfection?"
The reflection became clear. As with VIOLETTE_FR, Serrat ruled SCADstyle 2025.

Strike a pose: question time at SCADstyle!