BeautyRival – Life has taken a delicious turn for Violette Serrat, founder of the cult beauty brand Violette_FR, as she marks a major career milestone: opening her brand’s largest-ever physical space inside Liberty London. In a poetic twist of fate, the space formerly a chocolate shop on the ground floor now serves as a haven for makeup lovers and curious creatives alike. Beginning this week, visitors will find a full Violette_FR beauty studio, featuring fan-favorite products like Bisou balms and blushes, limited-edition collaborations like Liberty-print sleepwear, and a curated Founder’s Kit that speaks directly to Serrat’s artistic soul.
The Liberty location isn’t just a store; it’s a symbol of how far Serrat has come from a makeup artist mixing pigments in her Paris apartment to running a brand celebrated across continents. And perhaps even more meaningful: Liberty gave her prime real estate and full creative control. It’s the kind of moment that feels surreal, even to someone as accomplished as Violette.
The story behind Violette’s new store is as heartfelt as it is strategic. The space features large Carnaby Street-facing windows, antique furniture, vintage bookshelves, and her signature “cabinet of curiosities,” giving shoppers a deeply personal window into her world. She personally spent the weekend before the opening installing pieces, hand-painting decor, and crafting the narrative that brings her brand to life.
Her aesthetic blends artistic French elegance with the playful vibrancy of modern makeup. Having studied art at École du Louvre before entering the beauty industry, her identity as a creator is central to her brand’s DNA. “Liberty is the dream,” she said reflecting on her first visit to the iconic London store years ago. This move feels like coming full circle. It’s not just about selling products it’s about sharing a story.
In its 150th year, Liberty London continues to surprise with bold, relevant collaborations. Violette_FR’s installation is more than a pop-up it’s a deep partnership. Liberty has granted Serrat her own entrance off Carnaby Street and a massive storefront, highlighting the brand’s growing influence and cultural relevance. The historic Tudor Revival building with its rich woodwork, leaded windows, and timeless charm matches the aesthetic of Violette_FR like a glove.
What makes this collaboration even more meaningful is how aligned the two brands are in philosophy. Liberty, long known for its craftsmanship and creativity, found a kindred spirit in Violette_FR a brand built not on trends, but on emotional connection and artistic expression. It’s no wonder that Liberty chose to give such a prime slice of retail space to Violette, rather than a more traditional beauty brand.
This London expansion comes on the heels of a successful Series B funding round, led by Silas Capital and Experienced Capital, with additional support from Monogram Capital and Felix Capital. The brand, which began as a direct-to-consumer (DTC) platform, now operates across 200 points of sale in North America through Sephora, as well as internationally through Le Bon Marché and Oh My Cream!.
Serrat isn’t chasing rapid, careless growth. She’s carefully balancing momentum with sustainability. “Some people think it’s exciting to have sold-out products, but I’m not one of them,” she said. Her focus is on availability and reliability on delivering what customers want without delay. That’s a refreshing stance in a beauty industry that often thrives on scarcity and hype.
Violette Serrat’s approach to business is as unique as her approach to beauty. She isn’t trying to be everything to everyone. Instead, she focuses on gaps in the market, creating products with specific purposes and intuitive application. Her obsession isn’t with chasing every trend, but rather crafting solutions rooted in artistic technique and emotional resonance.
She doesn’t feel the need to release foundations or powders because, in her words, “there’s already enough on the market.” What she wants to offer is what’s missing: beauty that’s easy, effective, and soulfully designed. Her upcoming launch, an effortless eye shadow, reflects this exact philosophy built for the modern, no-fuss consumer.
Serrat dreams of building more than a beauty brand she envisions a beauty maison rooted in creativity, purpose, and human connection. In future flagships, she plans to incorporate treatments, intimate customer sessions, and behind-the-scenes storytelling, bringing the atelier spirit into retail. “I want people to feel pampered,” she explains. “Not overwhelmed.”
This concept goes beyond makeup. It’s about building a place that feels warm, personal, and inspiring. Her flagship at Liberty is just the beginning of this journey. Every antique table and hand-painted sign speaks volumes about her passion. She wants the space to feel like home for her customers and herself.
In an industry often defined by fierce competition, Serrat’s perspective is refreshingly generous. “I want to complete, not compete,” she said. She doesn’t view other brands as threats, but as peers. Her Founder’s Kit, a Liberty-exclusive set, even includes favorite products from fellow beauty creatives like Lisa Eldridge, Irene Forte, Westman Atelier, and 111Skin.
This spirit of benevolence is rare and speaks volumes about Serrat’s integrity. She’s not just creating makeup; she’s cultivating a community. One where beauty is about feeling good, being confident, and embracing one’s individuality. It’s not about being better than someone else it’s about being yourself.
One of the brand’s top sellers, the Bisou Balm, is loved for its simplicity and elegance. French customers especially appreciate the ease no need for multi-step routines. The balm delivers hydration and color in a single swipe. But Serrat’s favorite creation may be the deep red lipstick Amour Fou, inspired by a rose she saw at the Parc de Bagatelle as a child.
“I remember thinking I wanted to make a lipstick that looked exactly like that rose,” she said. Years later, she did just that. This blend of nostalgia and creativity is at the heart of every Violette_FR product. It’s makeup with a memory, color with character, and packaging that whispers rather than shouts.
