In the Studio with VIOLETTE_FR
As the cult French brand makes its debut in Liberty’s Beauty Studio, founder Violette Serrat invited us to explore her artistic world
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In the Studio with VIOLETTE_FR
As the cult French brand makes its debut in Liberty’s Beauty Studio, Violette Serrat invited us to explore her artistic world
By: Team Liberty
Violette Serrat does makeup differently. A much-lauded makeup artist, with a background in fine art and an innate understanding of what women really want from their beauty routine, her brand VIOLETTE_FR has become one of the most coveted brands on the beauty block.
Beloved in no small part for its effortless embodiment of the elegant nonchalance of Parisian beauty, Violette and the brand’s French roots guide much of the ethos, and she describes each product as being designed to help users “fall in love” with themselves again.
Now based in New York city, Violette invited Liberty to her home and studio, for a glimpse behind the scenes of VIOLETTE_FR, as it prepares to unveil its first UK installation within Liberty’s Beauty Studio.
How would you describe VIOLETTE_FR? What’s the ethos?
I would say that VIOLETTE_FR is a brand that’s here to make you feel comfortable in your own skin and fall in love with yourself again. I hope we can help you to become your own artist and your own muse. I feel like the beauty industry hasn’t done a good job at helping us love who we are, we’re always chasing perfection and trends. But you’re born perfect, you’re an incredible creature. I want to provide you with what you need to take care of what Mother Nature gave you, and with colours to really celebrate the version of you that exists right now.
Where do you think that drive came from?
I think being French helped. I was born in a country where we like to be unique, Coco Chanel said that being different makes you irreplaceable. We have a strong sense of taste, but taste is subjective, so who decides what it should be? There’s a sense of being who you are that’s very strong in French culture. I never really understood why the beauty industry wanted to put everyone in a box.
Also, in my culture, the goal in life is to be happy, not necessarily to succeed. There’s no sense of performance in that. I think that’s very healthy. Makeup, to me, isn’t about performance, it’s about style, about expressing yourself. That ties back to fashion and how obsessed France is with it. All of these things are kind of marinated inside me, and of course, all the films I’ve seen.
Makeup, to me, isn’t about performance, it’s about style, about expressing yourself.
Which films in particular inspired you?
When I was a kid, I was fascinated by The Wizard of Oz. Dorothy had those glittery red shoes, and I thought, “Oh my gosh, imagine if that were a lipstick!” I saw the shoes as giving her power — even though she already had it — and of course, we don’t need makeup, but I do believe a strong red lipstick makes you feel something. I believe in the power of colour, it has a frequency that affects how you feel. So I use makeup not just to stylise, but to impact emotion.
How did VIOLETTE_FR come to be?
I thought about it for 15 years before launching. I carried a notebook everywhere, I’d draw, sketch packaging, write down product ideas, even stick in pigments I wanted to explore. I’d ask people, “If you had a magic wand, what product would you want?” And their answers were always so practical! I wanted to think beyond that, to imagine magic.
Eventually, I moved to the US because I wanted a company that was a “French car with American gas”. I love France, but I needed a bit of that American energy, the “sky’s the limit” attitude. So, I started from scratch in New York, which was terrifying but also a survival decision. It turned out to be one of the best choices I’ve ever made.
The aesthetic of French beauty is rooted in our philosophy that being happy is the ultimate goal.
And to be happy, you have to be free, and to be free you have to accept who you are, deeply and authentically.
How did it feel being French in the US?
The first year was really rough. I’d never felt so French in my life! I felt lost in translation. Even the way people argue or think is different. French thinking is full of paradoxes and nuance, in the US, people are so clear and direct. It was an adjustment, but it taught me a lot. I always tell people: if you can live in another country, do it. It makes you appreciate where you come from, and it opens you to new cultures.
The aesthetic of French beauty is rooted in our philosophy that being happy is the ultimate goal. And to be happy, you have to be free, and to be free you have to accept who you are, deeply and authentically. It’s unpretentious, you don’t have to be perfect or the best.
When I first moved to the US, I often heard people say, “Be the best version of yourself.” It really triggered me, not because I disagree, but because I think we first need to accept that we’re enough. I want my brand to reflect that, we don’t fix things, we care for them. You’ll never hear me say “anti-wrinkle” or “anti-ageing”. My products are about giving your skin what it needs to do its job, not about fighting time.
Creativity and individuality are at the core of your brand. How does that come through in your work?
Creativity is the number one priority, and it takes a lot of time. We rarely reuse other people’s content, I love creating it myself with our team. I’m deeply involved in every stage, from packaging to formula to colour. I’m the crazy client who makes 50 versions of a lipstick! I even hand-mix pigments before sending them to the lab.
We work in a very “modern maison” way, old-school craftsmanship with modern values. From the gestures of packaging to the formula’s texture, everything is designed to make you feel something.
Makeup, to me, isn’t about performance, it’s about style, about expressing yourself.
Tell us about the objects you’ve collected — the antiques, the pigments, the treasures. How do they inspire you?
I’m obsessed with antiques. For years, I went to the flea market in Paris every weekend, collecting items – perfumes, pigments, old objects – even from travels to places like Morocco and Japan. I keep them in my “cabinet of curiosities”. When we started designing retail spaces, I realised these objects could tell the story behind each product better than words. We created mini cabinets in stores, and people loved them. They connected emotionally, the same way you do with art.
How do you want people to feel when they use your makeup?
I want them to feel like they’re celebrating themselves, like applying makeup is a little hug. With skincare, I want them to feel they’re caring for themselves, even if it’s just for two minutes. Those small rituals matter. I want them to feel they can be both the artist and the muse.
What’s your morning routine like?
Chaotic but sweet! I have two daughters – one’s a toddler, the other’s six – and they keep me busy. The little one once stopped breakfast to go and put lipstick on! I only have ten minutes for myself, so I make them count. I’ve turned my bathroom into a little sanctuary. I light a candle, put on some jazz, and it sets my mood for the day.
What does a typical workday look like for you?
I start with skincare and makeup, it’s about intention more than appearance. I take my kids to school, maybe go to the gym near the office, and then dive into work. I love being with my team; our office has such good energy. I usually finish by six so I can be home for bedtime.
I don’t really take lunch breaks, if I do, I’d rather it be two hours long! A quick one-hour lunch feels strange to me. Maybe that’s my French side rebelling.
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