Makeup artist and influencer Violette Serrat launches Violette_FR, backed by $2.75 million in a seed funding.

WHO: French-born and New York-based makeup artist and influencer Violette Serrat has launched multi-category Violett_FR. After a decade of working for big beauty brands, Serrat has introduced a collection of products reflective of her effortlessly cool French aesthetic. The brand launched with an 11-piece collection of hero products across six categories.

IN THEIR OWN WORDS: “She has been able to translate the idea of looking beautiful without having that made-up, contoured face,” Anuradha Duggal, a self-professed Francophile who has shopped for skincare at French pharmacies for years, told BOF. “No one has created a modern French skin care and makeup brand.”

DETAILS:

• Violette_FR raised $2.75 million in a seed funding round led by Female Founders Fund, Felix Capital and Greycroft Ventures, and SuperOrdinary.
• The brand will be sold direct-to-consumer in the US, France, Canada, and the UK, and at one pharmacy in Paris’ Marais district, with more retail partnerships in the works outside of the US.
• Anuradha Duggal and David Olsen have joined the company’s board.