Podcast Summary: Gloss Angeles – "Becoming the Artist and the Muse with Violette_FR's Violette Surrat"
Introduction
In this compelling episode of Gloss Angeles, co-hosts Kirbie Johnson and Sara Tan engage in an enriching conversation with Violette Surrat, the visionary behind the acclaimed beauty brand Violette_FR. Released on April 11, 2025, this episode delves deep into Violette's journey from art and fashion to creating a unique makeup line that seamlessly blends creativity with functionality. Skipping over the commercial interruptions, the hosts and guest focus solely on the inspiring narrative and valuable insights Violette shares about her brand and the beauty industry.
Violette's Artistic Journey and Transition into Beauty (00:31 – 03:47)
Violette begins by recounting her unconventional entry into the beauty industry. Unlike the traditional path of attending makeup school and working as an assistant, Violette's foundation is deeply rooted in art and fashion. She narrates a pivotal moment at a costume party where she transformed a friend’s face with glitter, likening makeup application to painting:
“I really felt like it was dressing up a face and painting a face at the same time.” – Violette [01:16]
Her early education in art, particularly her summers spent in a French vineyard studio creating custom pigments, equipped her with the skills to innovate in makeup product development. This artistic background not only fueled her passion but also provided the technical know-how to experiment with colors and textures in her products.
Building Violette_FR: Philosophy and Product Innovation (04:21 – 08:53)
Transitioning from high-profile roles at Estee Lauder, Guerlain, and Dior, Violette founded Violette_FR with a clear vision: to infuse her artistic techniques into accessible beauty products. She emphasizes storytelling as the core of her brand:
“I wanted to use my way of celebrating colors… to make the models feel like they were muses and never models.” – Violette [04:21]
Violette discusses how her products, such as the Bisu Balm and the innovative jelly, are designed for ease of use without compromising on vibrant color and texture. She underscores the importance of creating products that allow users to express themselves effortlessly, blending her artistic expertise with consumer needs.
Launching in Sephora: Challenges and Successes (16:13 – 19:23)
The conversation shifts to the monumental achievement of launching Violette_FR in Sephora. Violette candidly shares the strategic decisions and hurdles faced during this phase:
“I have to build a team to be ready… it's a huge investment for brands.” – Violette [16:13]
She highlights the necessity of maintaining brand integrity while adapting to retailer demands. Violette recounts how initial feedback from a pop-up at Le Beaumarchais influenced her brand’s aesthetic adjustments, particularly the shift from green to blue hues, ensuring the brand resonated well with Sephora’s clientele.
Brand Identity and Authentic Marketing Strategies (36:01 – 43:30)
Violette elaborates on the meticulous process of establishing a strong, authentic brand identity. After moving to the U.S. and gaining invaluable experience, her decisive moment came when she realized the importance of being her own brand's CEO, despite lacking a formal business background. She attributes her success to following her instincts and creating a comprehensive brand book:
“I decided to never touch that brand book ever… that's how I get all my essence to stay relevant.” – Violette [36:01]
Her approach to marketing is deeply rooted in storytelling and emotional connection rather than traditional sales tactics. Violette explains how elements like the “Cabin of Curiosity” at pop-up events foster genuine engagement, allowing customers to connect emotionally with the brand’s narrative.
Signature Looks and Makeup Techniques (19:23 – 24:37)
A significant portion of the discussion revolves around Violette’s signature red lip look, which epitomizes effortless glamour. She explains her philosophy of balancing bold makeup with simplicity:
“Beauty is yours. If you want to wear tons of makeup, you do… feel like you're the artist and the muse at the same time.” – Violette [23:40]
Violette shares practical tips on achieving balanced makeup looks, emphasizing that makeup should enhance rather than overpower one’s natural beauty. Her techniques encourage confidence and self-expression, aligning with her brand’s ethos of making users feel both creative and comfortable.
Personal Care and Favorite French Pharmacy Finds (24:37 – 28:34)
Violette transitions into a more personal segment, discussing her hair care routine and favorite French pharmacy products. She candidly talks about her struggles with hair loss during pregnancy and the meticulous care regimen she follows to maintain healthy hair:
“I use serum at night… and the night before washing my hair, tons of bumble milk on the scalp.” – Violette [25:34]
Additionally, she highlights beloved French skincare staples like Biafine and A313, emphasizing their effectiveness and her preference for products that support overall skin and women’s health.
Audience Q&A: Building and Marketing a Beauty Brand (29:38 – 43:30)
The episode features an engaging Q&A session where Violette addresses questions from aspiring beauty entrepreneurs and students. Key takeaways include:
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Embracing the Unknown in Business: Violette reassures that not having a business background is manageable through passion, adaptability, and listening to one’s instincts.
“It was okay to not know anything about business… focus on building a healthy business.” – Violette [30:55]
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Connecting Art with Commerce: She discusses her product Objet de Reflection, a mirror designed to inspire users to see themselves as art pieces rather than chasing perfection.
“How can I help you look at yourself like a gorgeous creature, like a muse like art piece?” – Violette [33:00]
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Maintaining Brand Identity: Violette emphasizes the importance of a detailed brand book and staying true to one’s roots while evolving.
“Stay consistent in your roots. Who are you? Who is your brand?” – Violette [36:01]
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Authentic Marketing: She shares strategies for maintaining authentic marketing narratives that align with the brand’s philosophy, even during high-pressure retail events like Black Friday.
“Focus on telling the story, connecting emotionally with people.” – Violette [39:19]
Conclusion: Inspiring Future Beauty Leaders
As the episode concludes, Violette imparts invaluable advice to budding beauty professionals:
“Be passionate… be flexible to change your mind and learn something… believe in yourself, at the same time, open yourself to change your mind.” – Violette [29:46]
Her emphasis on passion, adaptability, and emotional connection serves as a guiding beacon for aspiring makeup artists, brand founders, and industry executives.
Where to Find Violette_FR
Violette directs listeners to her brand’s online presence and physical stores:
“First online on our website, VioletteFR.com… now in the US and soon Canada at Sephora, in store and also online. And if you come to France, you can see us in Beaumarche and Oh My Cream.” – Violette [43:30]
Final Thoughts
This episode of Gloss Angeles offers a rich, insightful exploration of Violette Surrat’s journey and the philosophy behind Violette_FR. From her artistic beginnings to navigating the complexities of launching a brand in major retail spaces, Violette’s story is a testament to creativity, resilience, and authenticity in the beauty industry. Listeners are left inspired by her dedication to blending art with makeup, her strategic approach to brand building, and her heartfelt advice for future beauty leaders.