Podcast Title: The Who What Wear Podcast
Episode: Violette_FR Founder Violette Serra on Her Innovative, Effortless French-Inspired Products and Launching in Sephora
Release Date: April 16, 2025
Host: Erin Johns
Guest: Violette Serra, Founder of Violette_FR

Introduction

In this engaging episode of The Who What Wear Podcast, Erin Johns welcomes Violette Serra, the visionary founder behind Violette_FR. The conversation delves into Violette's transformative journey from a makeup artist to a successful beauty entrepreneur, the strategic launch of her brand in over 190 Sephora stores across North America, and the innovative products that are redefining effortless French-inspired beauty.

Journey from Makeup Artist to Beauty Entrepreneur ([03:02] - [05:08])

Violette Serra opens up about her artistic roots, highlighting her education in art and fashion design. By chance, she discovered her passion for makeup, blending her love for art with beauty. "I couldn't pick one direction together, so maybe I should do makeup this way," Violette reflects ([03:22]). This unique fusion led her to establish herself in the makeup industry without formal makeup school training. Over 17 years, she collaborated with renowned brands such as Dior, Estee Lauder, and Guerlain, where she influenced product design and creative direction, laying a strong foundation for her entrepreneurial venture.

Overcoming Retail Challenges and Partnering with Sephora ([05:10] - [08:19])

Erin Johns and Violette discuss the hurdles Violette faced in finding retail partners who truly resonated with her brand's vision. Violette shares, "I wanted to drive it the best way possible... it's almost like you gave birth and you want to wait to discover your child’s personalities before you make any decision" ([05:37]). Her meticulous approach ensured that when she partnered with Sephora, it was a perfect alignment. Sephora's dedication to understanding her brand's complexity and providing substantial support made the large-scale launch feasible. Violette emphasizes the importance of building a strong team to handle the financial and logistical challenges of expanding into a major retail space.

Designing the Sephora Gondola: The Cabinet of Curiosity ([08:19] - [11:03])

A standout feature of Violette_FR's Sephora presence is the bespoke gondola design inspired by Violette's personal "Cabinet of Curiosity." "It's like an unconscious way to explain the brand visually," Violette explains ([08:38]). This artistic display incorporates elements from her travels and collections, creating an immersive experience that invites customers to connect emotionally with the brand. The design not only showcases products but also tells the story behind them, fostering a deeper appreciation and intrigue among shoppers.

Innovative Product Development and Bestsellers ([11:03] - [21:05])

Violette delves into her brand's philosophy of "not competing, but completing" the market landscape. By focusing on unique, multi-functional products, Violette_FR stands out in a saturated beauty market. Key products discussed include:

• Boom Boom Milk ([14:04] - [17:05]): A versatile spray designed for those with dry or sensitive skin. Violette proudly states, "It does that, and we have incredible results," highlighting its effectiveness and innovative formulation with 38% fermented birch sap ([14:04]).

• Bisou Bomb and Bisou Jelly: These lip products offer hydration and a natural, blurring effect, differentiating them from traditional lipsticks. Violette emphasizes their unique textures and lasting power.

• Your Paint: A highly pigmented eye product that functions both as eyeliner and eyeshadow. "It's like paint for your eyes; you control how you use it," Violette describes ([17:30]). Its long-lasting, smudge-proof formula has quickly become a favorite among makeup enthusiasts.

Violette's commitment to authenticity and innovation ensures that each product not only meets but exceeds customer expectations, fostering a loyal and diverse customer base.

Democratizing French Girl Beauty and Cross-Generational Appeal ([21:43] - [25:56])

Violette_FR aims to make French-inspired beauty accessible to all, transcending age and cultural barriers. Violette shares a touching moment, "I know, I'm 31, she's 75, and the product looks great on both of us," illustrating the brand's universal appeal ([24:46]). Her philosophy centers on enhancing natural beauty and celebrating individuality without the pressure of perfection. By creating products that cater to various skin types and styles, Violette_FR fosters inclusivity and empowers users to express themselves authentically.

Personal Beauty Routine and Minimalist Approach ([26:31] - [32:47])

Violette offers insights into her streamlined beauty routine, emphasizing the importance of skin prep. She advocates for focusing on one statement feature, such as a bold lipstick, to build a makeup look organically. "Don't overachieve it. Don't try to make it perfect. Leave it a bit wrong," Violette advises ([26:43]). Her recommendations include:

• Boom Boom Milk: Described as a game-changer for skincare, it serves as the foundation of her routine.

• Cream Cellar Cream: A barrier cream that locks in moisture, essential for maintaining skin health.

• Bisou Bomb: Highlighted for its innovative formula and everyday usability.

Violette underscores the significance of using synergistic products designed to work in harmony, preventing issues like pilling and ensuring a flawless finish.

Future Product Launches and Innovations ([32:47] - [34:04])

Looking ahead, Violette teases the launch of “Mon Cheri,” a new lipstick shade inspired by childhood memories of Mon Cheri chocolates. "It's like a brown red and not a red brown," she explains ([32:52]). This product exemplifies her dedication to blending personal storytelling with innovative product development, promising to deliver unique and aesthetically pleasing options to her customers.

Closing Thoughts

Violette Serra concludes the conversation by expressing gratitude towards her supporters and reiterating her commitment to building a brand that embodies authenticity, innovation, and inclusivity. Her vision for Violette_FR is clear: to empower individuals to embrace their unique beauty with products that are as functional as they are beautiful.

Notable Quotes

• On Brand Vision: "We need to be inspired. We don't need to, like, jam in their head." – Violette Serra ([08:38])

• On Product Innovation: "It's like paint for your eyes; you control how you use it." – Violette Serra ([17:30])

• On Minimalist Beauty Routine: "Don't overachieve it. Don't try to make it perfect. Leave it a bit wrong." – Violette Serra ([26:43])

• On Future Products: "It's like a brown red and not a red brown." – Violette Serra ([32:52])

Conclusion

This episode provides a comprehensive look into Violette Serra's entrepreneurial journey, her strategic partnership with Sephora, and the innovative products that position Violette_FR as a leader in the beauty industry. Violette's dedication to authenticity, inclusivity, and innovation offers valuable insights for aspiring beauty entrepreneurs and enthusiasts alike.