VIOLET GREY Company Profile

Background

Overview

VIOLET GREY is a Los Angeles-based luxury beauty retailer and content platform founded in 2013 by Cassandra Grey. The company seamlessly integrates editorial content with e-commerce, offering a curated selection of beauty products alongside expert insights. Its platform, known as the Violet Files, features contributions from beauty insiders and celebrities discussing their preferred products.

Mission and Vision

VIOLET GREY's mission is to empower consumers to make confident beauty product choices by providing trustworthy recommendations and a curated shopping experience. The vision is to be the most discerning destination for beauty enthusiasts, offering a blend of luxury products and expert content.

Industry Significance

Since its inception, VIOLET GREY has established itself as a significant player in the luxury beauty sector, known for its exclusive product offerings and influential content. The brand has attracted a dedicated following among beauty professionals and consumers seeking high-quality, curated beauty products.

Key Strategic Focus

Core Objectives

Curated Product Selection: Offering a meticulously curated range of beauty products that meet high standards of quality and efficacy.

Expert Content Integration: Combining e-commerce with editorial content to provide consumers with both products and valuable beauty insights.

Community Engagement: Building a community of beauty experts, professionals, and enthusiasts to foster trust and loyalty.

Areas of Specialization

Luxury Beauty Products: Specializing in high-end beauty items, including makeup, skincare, and haircare.

Exclusive Collaborations: Partnering with renowned celebrities and beauty experts to offer exclusive products and content.

Key Technologies Utilized

E-commerce Platform: Utilizing a customized e-commerce platform to deliver a seamless shopping experience.

Content Management System: Employing advanced CMS tools to manage and deliver editorial content effectively.

Primary Markets Targeted

Luxury Beauty Consumers: Targeting high-income individuals seeking premium beauty products.

Beauty Professionals: Engaging makeup artists, dermatologists, and other industry experts.

Financials and Funding

Funding History

Seed Funding: Raised $2 million ahead of its 2013 launch.

Series C Round: Closed a $10.2 million Series C round in early 2018, following an estimated $5 million in annual revenue.

Recent Developments

Acquisition by Farfetch: In January 2022, VIOLET GREY was acquired by Farfetch, a global luxury fashion platform, as part of Farfetch's strategy to enter the beauty market.

Reacquisition by Founder: In September 2024, founder Cassandra Grey, in partnership with private equity investor Sherif Guirgis, repurchased VIOLET GREY from Farfetch. Guirgis assumed the role of CEO and chairman, while Grey became chairman and artistic director of Violet Labs, a new brand development division.

Pipeline Development

As a luxury beauty retailer, VIOLET GREY's pipeline development focuses on curating and introducing new beauty products that align with its high standards. The company collaborates with beauty experts and celebrities to identify and launch products that resonate with its discerning customer base. Specific details about upcoming product launches or developments are typically kept confidential until official announcements are made.

Technological Platform and Innovation

Proprietary Technologies

E-commerce Platform: A customized platform that integrates shopping with editorial content, providing a unique user experience.

Significant Scientific Methods

Product Evaluation Process: Employing a rigorous evaluation process where products are tested by beauty experts, dermatologists, makeup artists, estheticians, and hair stylists. Only products deemed best-in-class by over 70% of experts are VIOLET CODE APPROVED and added to THE SHELVES.

Leadership Team

Cassandra Grey: Founder and Artistic Director of Violet Labs. She continues to shape the creative vision and strategic direction of the company.

Sherif Guirgis: CEO and Chairman. A private equity investor with experience in companies like Apollo Global Management and Lion Capital.

Sarah Brown: Chief Brand Officer. Previously the executive director responsible for brand and product testing at Violet Labs.

Competitor Profile

Market Insights and Dynamics

The luxury beauty market is highly competitive, with numerous players vying for market share. Key competitors include:

Birchbox: Offers a subscription-based model for beauty product samples.

Dermstore: An online retailer specializing in skincare and beauty products.

Bluemercury: Provides a curated selection of luxury beauty products.

Strategic Collaborations and Partnerships

VIOLET GREY has engaged in several notable collaborations:

Celebrity Partnerships: Collaborated with figures like Jasmine Tookes, Melanie Griffith, January Jones, Kim Kardashian, and Rosie Huntington-Whiteley.

Acquisitions: Acquired The Detox Market, a clean beauty retailer, expanding its product offerings.

Operational Insights

VIOLET GREY differentiates itself through its curated product selection and integration of expert content, setting it apart from larger, more generalized beauty retailers. This focus on quality over quantity appeals to consumers seeking a more personalized and trustworthy shopping experience.