← The Who What Wear Podcast
The Who What Wear Podcast
Violette_FR Founder Violette Serrat on Her Innovative, Effortless French-Inspired Products and Launching in Sephora
00:31:46
Loading summary
Transcript44 lines
- [00:02]
Hilary Kerr
Thank you to ebay for sponsoring this episode. This is what you do. When you have high standards and fancy all the fancy things like an iconic Dior saddle bag or that diamond tennis bracelet, you go to ebay. There you'll find new loves that will never disappoint. Expertly authenticated and everything. Whether it's that vintage pearl necklace or brand new ruby earrings, a Prada crossbody bag to be besties with your other handb. Even an eternally classic watch like that Rolex oyster or that Cartier tank. You know the one. And when you find it, ebay has their expert's eyes to make sure you're getting the real deal. That way you can be confident that the designer finds you came for the luxury wardrobe that you've always wanted. It's all real. In fact, it's verified authentic. So bring your high standards and never limit what you can find. Yeah, ebay. The place for new, pre loved vintage and rare fashion. Ebay things people love. Welcome to the who what Wear? Podcast, your direct line to the designers, stylists, beauty experts, editors and tastemakers who are shaping the ever evolving world of fashion today. On the show who what Where? Beauty director Aaron Johns is chatting with the founder of Violette F Air, Violette Serra. I was lucky enough to interview Violette for an episode of Second Life where we talked about her evolution as a makeup artist and how she built her eponymous brand. We'll put the link to that episode in the show notes if you want to listen. At the time, she also spoke about the struggle of finding retail partners who understood her unique vision. Well, luckily for us, that struggle didn't last long because she's here today to talk about the brand's exciting Launch in over 190 Sephora stores across North America. She joins Erin to talk about bringing her democratic approach to French girl beauty to new customers through this pivotal retail expansion. Plus, they deep dive on her gondola design at Sephora, her hero products like the best selling Boom Boom Milk and what other exciting things Violette F Air has coming down the pipeline. It's all coming up on who, what where?
- [02:49]
Erin Johns
Violette, welcome to the pod.
- [02:51]
Violette Serra
Thank you for having me.
- [02:53]
Erin Johns
Yeah, I was just telling the team that I've been a huge fan ever since you launched in 2021, and we're just so excited to speak with you today.
- [03:01]
Violette Serra
Amazing. Thank you so much.
- [03:03]
Erin Johns
And I know this is a very exciting time for you because your namesake brand, Violette fr, has just recently launched in Sephora, which is huge. Congratulations. So, before we kind of get into the brand's growth and expansion. Can you give listeners a little bit of background on your journey from makeup artist to beauty entrepreneur?
- [03:23]
Violette Serra
Sure. So my real background is art and fashion design, which is what I studied as a young fool of hope person. And then I, by accident, fell into the makeup world doing makeup on one of my friends, but not like classic makeup, like glitter, like a full face of glitter. And I thought, oh, it's like dressing up a face and painting your face. This is really both of my studies that I love so much, and I couldn't pick one direction together, so maybe I should do makeup this way. So I just focused on being a makeup artist, but I never assist. I never went to makeup school. And I used my learning in how to create my own paintings using pigments, raw materials to create my own products on set, which allowed me to develop looks that were a bit different from what was happening in the fashion sphere at the time. And so I focused on being a makeup artist for the fashion industry for 15 or plus 17. I can remember years before doing my brand, and parallel to that, I have been working with Dior as their makeup designer when I was 26. And then I did Estee Lauder as a global beauty director, and then I did Guerlain. I don't remember the title. It's the same. Basically. I'm really bad with title, but basically, for those who don't know what this means, you're a bit like the fashion designer of a house where you design the makeup products, you help with the creative direction and how to communicate on looks and packaging, et cetera.
- [04:57]
Erin Johns
I remember being familiar with your work as a makeup artist and then just being so excited when we found out that you were gonna be launching your own brand. And it's just been amazing. I've fallen in love with every single thing that you've come out with.
- [05:09]
Violette Serra
Oh, that's so nice.
- [05:10]
Erin Johns
And I know you were on our sister show Second Life with Hilary kerr back in 2023, and when you spoke with Hilary, you mentioned that you were actually having trouble finding retail partners who understood that niche brand vision that you're talking about. Now that you've launched in Seph and we'll be In, I think, 250 locations by the end of the year. That's a dream. Can you tell us what was challenging about finding that right fit and how you ultimately chose Sephora?
- [05:38]
Violette Serra
I think it's about meeting the right people because I had this idea that Sephora was such a big, successful company, and I'm Such a small fish in this big pond, then I would maybe not be seen how I am or not get the attention that I think the brand needs because it's still so small and there's so much learning about the brand and needs to be shared. Like, when I launched at Beaumarchais or Macrium in France, there was so much care and support that we were able to really present the brand how it is with all its complexity. Sephora reached out to me basically the day of lunch, and I was very honored by it. And I told them, like, I'm definitely not ready. And so I don't want to make anybody lose time because I'm still figuring out who my brand is and what will become on its own, because you do brand with a vision, but then your community takes it and something will happen from this. So I wanted to see the growth, and I think it was very important for me to make sure I was extremely clear with the next step of a brand so I could drive it the best way possible. It's almost like you gave birth and you want to wait to discover your child personalities before you make any decision. So that's what I waited for, and also to build a team around that had the backbone to do such a big launch because it is extremely challenging in the best way, but it can be also very difficult because it's a big investment financially. So we wanted to make sure I had people around me for that. And it's like a marriage, you know, building your own family around you takes time. So I'm very patient. I feel like I'm more ready to go up the stairs in the elevator. I'm here to build, like, what I call a modern maison, with a very strong craftsmanship behind it and a sense of service and care. I want something that will be built on very strong foundation. So when we felt ready, then I met with them, and I was so incredibly happy to see how they took the time to meet the brand. They stayed hours in the office looking at every single detail, picking my brain, and we talked about the vision. And I felt so much understanding, and they gave me so much freedom and support that that makes me want to give everything I can to make this successful, because this is such an incred opportunity. It's both ways. Like, they support me, give me all of this energy, but what can I do on my side? I went so deep into that launch, every single aspect of it, because it gives me a sense that I've tried my best, and then we'll see what happens, you know, and that's very reassuring to know, like, you did your best no matter what.
- [08:20]
Erin Johns
Definitely. So I want to kind of talk about how when somebody enters a Sephora store, how you wanted to design the gondola itself, which is the display case, basically, and what mood you were hoping to create for the customer as they walk by. They might not be familiar, but is immediately drawn to the products.
- [08:38]
Violette Serra
Exactly. The first thing for me was, okay, most people when I'm going to launch there don't know me, so I have to explain what the brand is on a visual level, almost like, in an unconscious way. And so when we finally sat down, I was like, okay, now it's time to think of the design of the display. It was such an interesting moment, like, scary and extremely exciting. So the big thing is, for me, the Cabinet of Curiosity. I have one in my office that's like the OG with all the things I collected over the years for 20 years doing this and traveling, and all of these items or pigment are going to give me inspiration for something. And also there was my artistic background and the artist and the muse thing. So I was like, okay, it's between a cabin of curiosity and a painting studio. So already when I said that people designing were like, what do you mean exactly? Should we do, like, something that looks like a cabinet? And then can you have my little Cabinet of Curiosity, like, a few of them, just so we can present the inspiration behind the products without having to say anything? Because I tested that at Beaumarchais, where I did my own Cabinet of Curiosity, which is a pretty big piece. And we noticed that people would stop, look at it and have their own interpretation of what the brand is like art, and feel inspired, and then ready to discover the product with a bigger sensitivity to it and almost like an emotional connection. So I knew that was an incredible way to connect with people, and I fought for it. But, you know, people tell you, well, you're losing real estate space. Like, you should put product or you should put marketing information on it instead of putting this. I was like, well, first of all, I hate marketing. Second of all, people need to be inspired. We don't need to, like, jam in their head. You need to buy this product, let them be inspired. So I have two little Cabins of Curiosity that we handmade here at the office ourselves. And on the top shelf, you have a cloche with my favorite paint from Saint Nodier. Saint Nodier is the oldest and the most iconic art supply store in Paris. They are the one who developed Picasso pastels inspired by lipstick. Actually, like, it's really, truly incredible. And so we got blue paint from them, paint brushes that were used, etc. Just so people can understand the spirit and the soul of the brand. I don't know if it resonates with people yet. I haven't had, like, feedback on people that don't know me yet, but I'd love to know because that was really the goal.
- [11:03]
Erin Johns
Yeah, well, I mean, it sounds absolutely beautiful. In addition to makeup, you also have skincare and fragrance and hair. And Sephora is selling all four categories right from the beginning of your partnership, which I think really shows that investment in their faith in you. So what is your hope for this expansion and how does increasing this retail footprint in such a huge way kind of change the business for you?
- [11:27]
Violette Serra
I would say I want this brand to be a niche brand with a global reach. Because my goal is to spread the message of I want you to become your own artist and your own muse. What can I do to give you these tools, skincare and hair care, to help you take care of your skin health, of your hair health. So basically cherishing what mother Nature gave you and then colors and fragrances to celebrate yourself. Because I feel like the beauty industry didn't do a very good job at helping us accept who we are in the most raw version. And so that's why I'm focusing on products that are really, really supporting that vision. And in every single product and every single content we're creating, I'm infusing that philosophy in the hope that it will reach people a little bit and help them feel better. So it's not just about putting products on shelves. Plus, I'm very conscious that by producing a part of the environmental problem. So my commitment was to only create what I think doesn't exist on the market. And that pushes my innovation in a crazy way. Our development is from three to five years, so there's so much education to explain what the product does. Like boom boom milk. At first, people are like, what is this between the philosophy, the product and the education behind it? It's lot. So that's why I want this message to spread, to help people feel better about themselves. But at the same time, this is a very niche brand in my head that I want to keep this way. Not in terms of expansion, but more in a sense of authenticity and intimacy with their customers. It was key to find a retail partner that will really support that. Now that I've tested with smaller retail and now we tested with a bigger retail, I can see that this is working. People feel very close to the brand. So now what we keep building is first, a very healthy business because I think in order to sustain today, we have to focus on profitability. So it's a big priority for me. And it's challenging because when you're in such a growth phase of the company's life, you need to just nurture that growth and support that growth. And at the same time, how do you really build the pillars for strong anchor in the company? So we are doing it very step by step with a very strong team around me.
- [13:45]
Erin Johns
Yes. And you've said that you have a complete, not compete philosophy when it comes to product development. So like you're saying, create things that don't exist. Can you walk us through some of your bestsellers? How did you develop them and how do they really complete versus compete with other things that other people might think are similar on the market?
- [14:05]
Violette Serra
Yes. So I don't believe that I need to check all the boxes and have all the products that exist on the market. As a makeup artist, I use different brands and I'm so happy to support other brands, especially if they did an amazing product. I don't think that's going to take away anything from me or my company. And it helps us be better for the environment, but also much more intentional for product development. And he pushes me very hard to be very innovative, which is a very fun, sometimes painful challenge. And so Boomboom Milk was a huge innovation. A spray that can be practically your entire routine for people like me that have contact dermatitis and extremely dry skin, no toner, no milk, usually on the market can do that. For me, that one does. And we have incredible results. And it's a very highly potent formula because we have 38% of fermented birch SAP, which is the hero ingredient. And the way we harvest it. Also we have a farmer we harvest once a year, only the first week of harvesting. Like everything is for a reason. When we see results on people's skin, it's just the most rewarding thing. We have now the seal that you can use if you have eczema or psychorisitis, because we've seen also incredible results here. So that was a big victory for me. Then we have Bizu bomb, which is something that I've been dreaming about for years, because in France we do this thing that's called Bouche Mardu, where we put a lip balm, we tap a bit of lipstick, massage it, then kiss the tissue to remove the excess of the oil so it looks more matte. We want this. A bit of a lip flush. You know, it looks like you've been kissed. And I was wondering why nothing like this exists. I don't understand. And also I have a very textured lip, so I wanted something that will blur a bit to give it a bit of this, like, sensual pout. It sounds okay. A sheer matte blurring, still hydrating lipstick should be easy to make. It was so painful. Like we work with so many laughs, nobody could do it. It's actually much more easy to do. A classic bullet. So when it launched and now when we see the response from me, I cannot believe the response on this product. It's so rewarding because I had this vision that only me understood because it was in my head and I thought so hard to make it happen. And now people connect to it because if you try it, you'll see it's a completely unique formula. And the last one I would say is a Bisou jelly, which is the sister of Bisoubomb. It's a jelly version. It's a jelly with a center core with pigment, which is hand filled. And we had to build a machine to make that happen because this one, I worked on it for probably five years. Nobody could do it. So it's a very innovative product that deliver exactly what I wanted, which is you're going to apply the jelly above the lip line, which gives this little pout super sensual. And then the center core is just going to deliver the pigment everywhere and it's highly hydrating. So that's also a big reward.
- [17:06]
Erin Johns
I was going to say, so many products that try to do what your product does are so drying or they almost evaporate off of your lips or the color is off, but yours really do create that. Your lips, but better kind of finish. I know. Also just selfishly, the you paint, that's probably one of my favorite products because you can use it as an eyeliner or you can use it as an eyeshadow. Do you want to talk about that product as well?
- [17:30]
Violette Serra
Yes. So it's funny because years and years ago, even when I was a Dior, I was 26, my role was to push innovation. I told the lab I want to make liquid eyeshadows. And at the time they were like, that cannot happen because it's going to melt on the eyes. Like, can you dry? And so it stays on and like, no, you cannot. And it's funny because the day I launched, somebody that was working at Door at the time was like, oh, my gosh, you finally did your dream. Having this liquid eyeshadow. But it was the beginning of the era of liquid eyeshadow. Now you have so many, but our formula is first of all it's to the highest clean standard and vegan, which is also a challenge to make the color so vibrant. And that's why it took me so much time to develop each color. And that's why we cannot launch two at a time because it's a lot of work behind it. And my inspiration for this was a liquid lipstick. I wanted this sort of liquid lipstick feel. So it's extremely pigmented but then that gives you that super strong result and so you swipe, blend the edge and it doesn't budge all day. Or if you want something natural, you just have a dot and you just blend it. That's why it's called your paint. It's a really like paint for your eyes and you just control however you want on your eyelid.
- [18:45]
Nikki
This episode is brought to you by ebay. Hi everyone, this is Nikki, one of the fashion editors at Huawei. I hope you're enjoying this episode featuring our beauty director Erin Johns and Violette Serra. Like Erin, I've been a long time fan of Violette. I admire how she uses bold lip and eye looks to enhance her minimalist outfits. It's something I do especially in the spring and summer when I wear wardrobe staples such as denim and white T shirts with a red lip or golden shimmery eye makeup. Speaking of everyday essentials and dressing for warm weather, I've been searching for timeless yet elevated pieces. Pieces like kitten heels, tailored trousers and fitted blazers to wear to the office this season. The first place I looked ebay. Of course they've got the best selection of pre loved and vintage designer pieces at amazing prices. Make sure to hit the link in the episode description to see my latest picks. Last night while browsing the site I came across a pair of pre loved Manolo Blahnik slingbacks. They feature a sleek pointed toe and polished brown croc embossed finish for just $120. I know it sounds unbelievable. $120 for vintage Manolos. They have a medium to low heel height making them comfortable enough for my commute from my apartment to our office in New York City and back. I also sifted through ebay selection of vintage Gucci coords and came across a beautiful array of pre loved trousers and blazers. I think my brain subconsciously wanted to create an outfit around the Manolos because my eyes land so on a gorgeous vintage Gucci skirt suit. The Blazer has a slightly cinch waist which feels very on trend, and the skirt is a mini pencil design that taps into the modern socialite, an aesthetic that Huaware editors coined for the spring summer 2025 season. Because I admittedly have a shopping addiction, that wasn't all. I of course had to find a crisp white button down shirt to layer under the blazer, but also pair with my denim and skirt ensembles. Since I was in the mood to treat myself, I tight typed in designer button down shirts for women. I went to the left side of my screen and hit the authenticity guarantee button, which filtered my search for the designer options that are expertly verified after purchase. I found a Saint Laurent classic white shirt with an elegant pleated detail across the front. While it's new with the tags, it has that vintage feel, something you can only find on ebay. I could go on and on about the incredible pre loved and vintage treasures I found on ebay, but to save you time, I've curated all my favorite finds into a collection just for you@ebay.com whotwear. Once you've finished listening to the rest of the episode, be sure to check them out.
- [21:13]
Erin Johns
And I know Violette FR gets a lot of praise for democratizing French girl beauty, which is kind of a buzzword I feel like in the industry, because your products are beautiful and as you're saying, they're multi use and they're easy to use. So I'm curious about that relationship between art and then the functionality piece and are you struck by artistic inspiration and then find a way to turn that into a makeup tool or does the need for a tool arise and then you want to make it beautiful?
- [21:44]
Violette Serra
So it's kind of both ways. So I always think where I'm from in my country and I didn't know we were effortless until I moved to the US like you guys are always effortless. How do you do? And I was like, are we effortless really? Because we're so picky with everything, we're so snug job and we have so much opinions. Like that doesn't give me an effortless vibe. But then I understood. Indeed. We spend five minutes in the bathroom, we get dressed in five minutes. We're not seeking perfection at all. We want to seek more of a allure. In English, I guess you say allure. Yeah, right. So how do you feel today and how can fashion and makeup support that emotion or enhance it? That's more us foundation is not really a big thing for slashes or contouring. It's not very big thing. But that's what I love about makeup. It's like there's no judgment. You do you. That's why I never wanted the brand to be like, oh, with a French girl brand and surf on that trend. Like you said, it's such a buzz world. So I'm taking what people are thinking around the French beauty, and I understood. Yes, indeed, you're right. There is an effortlessness. So then I started to think, how does that happen? I mean, the key at the end of the day that I came up with is that in order to look effortless, you have to be effortless. So the less time you have in your bathroom is actually going to be an ally for you, so you don't spend too much time trying to be perfect. And we think that in imperfections there is a charm. If somebody is so perfect, it's hard to see its vulnerability. And when somebody has a fragility or something with broken inside, it's part of their history, it's part of who they are today. And so that has so much charm. And that's how you can get attached to people, is by feeling themselves in the most authentic, romantic way. So fashion and beauty is not a way to perfect and hide all of this? I guess. So that's the first thing. And then the second thing is, how can I create products that will allow you to do two minutes makeup? And it's a makeup that's going to support your feelings and your emotion and help you be the artist and the muse. So I'm basically creating a product that has a technique included in it. Like, for example, Bizu Bomb. We had to do all these steps before, but I just infused a technique in the formula so you don't have to do anything. You have this Bushmalu effect just with one swipe. Same for your paint instead of making it buildable. Yes, buildable is key, but the pigments I work with are so multidimensional, so deep that you're going to have this wow effect. Like, I just used one paint this morning, and in the daylight, it looks like I have a whole smoky eye with different colors. But I just did the most random application ever. From there, I kind of remove the focus on the French culture. It's not about being French. You like this beauty philosophy that translates into a look. So let me help you get there, but be your own version. I never want everybody to feel left out from anything. Like, everybody's welcome. And so it's great to see women who are like 70 years old wearing our green gold eyeshadow and nothing else. This is the best.
- [24:47]
Erin Johns
Yeah. I was with my mom. My mom is 75, and she was looking for a matte red liquid lipstick, and she just couldn't find the right color. I get all of my love for beauty and makeup from her, and I gave her your product, and she was completely blown away. So, again, like, I'm 31, she's 75, and the product looks great on both of us. I feel like that really speaks to exactly what you're talking about there.
- [25:13]
Violette Serra
I mean, that's the best one. You can cross every generation. So to go back to your last question, I would say my idea usually comes from either a technique that I feel like should be a product, but then once I pass this, like, right away, the artistic approach is infusing it just how my brand works. But sometimes I'm gonna go to Japan and I'm gonna find this pigment, and I'm like, oh, I need to make an eyeshadow out of it. But I never, like, once the whole product is done, then for marketing purposes, I'm just gonna add, like, a whole artistic storytelling to make it pretty. This I don't want to do. Like, it has to be very authentic. I cannot fake anything, and for me, that will feel like faking it a bit.
- [25:57]
Erin Johns
Yeah. I feel like there's so much anticipation around when you have a new product because it feels rare. So I think you're definitely succeeding at that.
- [26:05]
Violette Serra
Thank you so much.
- [26:06]
Erin Johns
I'm also curious about your personal makeup routine, because you were just talking about your eye, and you have a way of making these vibrant colors and the shimmer, and I've even seen you use stick on face jewels, and it just looks effortless. So are there certain products that you really recommend for adding that kind of boost of dimension to something quick and simple, or do you have any specific application tips that might help people?
- [26:31]
Violette Serra
I think if people almost started their makeup with, what is the accent you want to focus on? So, for example, is there for you a certain color that makes you feel strong? Do you have one?
- [26:44]
Erin Johns
I generally kind of like a berry shade.
- [26:47]
Violette Serra
So if one day you wake up and you're not feeling your best, like, I wanted to invite you to think, okay, so I feel. Which is fine. What makes me feel better? The berry lipstick. I'm gonna put this on. So put it on, and then from there, let everything happen. Look at yourself. Do you feel like you need concealer? Maybe not. Do you need mascara? Maybe not. Because sometimes with just a lipstick on, we have this allure that I was talking about, and you don't need more. But. But I've noticed most people, they follow steps without thinking. They really need it. It's just become a routine and then we get stuck in it. So I think if we focus on one statement and then from there we'll build slowly, but we should stop a bit before. Is it maybe that's enough? I think that's the best way. And again, to be effortless with a new mindset. So don't overachieve it. Don't try to make it perfect. Leave it a bit wrong. And as a makeup artist, maybe people think I should do a perfect makeup, like, show how good I am as a makeup artist. I don't. Sometime I will do an eyeshadow. It looks messy and actually love it messy. Or I do a glossy eyeshadow and it creases, and I love that it's creasing. So it's really about how you feel. But just let yourself discover how you look without all these steps and focus more on this statement.
- [28:03]
Erin Johns
That's a very refreshing point of view, I would say. And if listeners were just wanting to get a few products to dip their toe in, is there anything that you would recommend that they try first?
- [28:14]
Violette Serra
I would say first Bumbo Milk, because it's such a game changer for your skin that I would do that. And please give it a real try, meaning don't use any other products besides your spf. And if you really want the ideal skincare routine, I would say with our Cream Cellar Cream and Bumbo Milk, which is as a duo, it's actually our bestseller. Then for makeup, I would definitely say Bisou Bomb, because it shows innovation and it shows the technique infused in the product. And it's such a everyday user, like you're going to use it for sure.
- [28:43]
Erin Johns
Yeah, definitely. And speaking about boom boom, I know that a lot of makeup artists I talk to really implore the importance of skin prep and saying that's just as or even more important than the makeup that you apply afterwards. So is that something that you agree with? And then your daily morning and night routine, what does that kind of look like when you're doing your own makeup?
- [29:04]
Violette Serra
Skin prep is key because naked skin is so beautiful and photogenic. I never actually use foundation on a shoot, Never. So we spend a lot of time on skin prep, and it doesn't mean we used a lot of product. I mean that my favorite thing is to layer and layer and layer Bumble Milk, because the more you do Layering with this product, it's amazing, the skin that you get and very glowing. And then I put cellar cream to lock everything in. It's a barrier cream, so it's going to lock all the moisture in and prevent water loss. So it's exactly the same I do for me, when I have very intense day at work with no break, it's like boom, boom, boom. But then I go home and I start my second job, which is being a mom. I love both jobs, don't get me wrong. But I need to clean from my day. I don't like to be with my kids and cuddle with them and feel like I've brought with me all the things from outside. So the first thing I do is going to jump in the shower and clean my face. Then I do two layers of boomboom milk, and then I'm going to go take care of my kids to the dinner, bath time, blah, blah, blah. Once I put book, because I put boom milk on them, I'm going to spritz another layer to myself at the same time. And once they're in bed, I'm going to put another spritz. I'm so exhausted that I'm just going to do one layer and go to bed, and it's totally fine. But the days where I'm feeling like I love the sensation, I want it more. I would lock everything in with cedar cream. I don't do scrubs or any peelings. I don't do mask. I just don't have the time. I'm not saying it's bad. Like, I wish I had the time for all these steps because it's so fun. It's a little ritual. You take care of yourself, but I really don't. And so that's why also I created this product. So it's extremely, extremely efficient because I cannot wear a foundation. So basically, my skincare is my foundation. It needs to fix everything I wanted to fix and really bring my skin to its optimal health. And that's why Bumble Milk was so key. Very simple routine.
- [30:58]
Erin Johns
Yeah. And I feel like the more people are using different types of skincare before they put on their makeup, that's when they maybe get the pilling or things just aren't sitting right because they've just done too much. So I love that it's basically three different products in one and kind of covering all of the bases.
- [31:14]
Violette Serra
Yeah. And what you're saying is important because when you buy from different brands like the serum and then the toner and then the essence and the cream and blah, blah, blah. You don't know if these ingredients have been designed to work together. For example, we have a serum kit which is a bit of SOS for your skin. So I travel with it. It's very small serums. If you, like, have an allergic reaction, you can put this on. You will soothe it or sun damage, like, anything. And sometimes I call my chemist in France because he's the one who develop and produce everything for us. And I said, I cannot use a skin barrier rescue serum like we did with bubble milk. Like, what was wrong with your skin right now? Is your skin barrier damaged? Like, no. I just thinking maybe it will give me an extra glow. I don't know. And it's like, no, you don't need to overdo it. Less is more. Yeah, and that's exactly. Now our tagline with Boom Boom and Cell a cream is like do more with less. Serums are made for emergency moments. Even though they're natural, they are still very potent. And if your skin is fine, you don't need more. So as I think you go against every marketing rules, but I think that's what people need right now is like real guidance on what's best for them.
- [32:30]
Erin Johns
Yeah, definitely. And like, maybe there's a foundation that's oil or, you know, water based, and then there's a primer that has silicone so they just don't sit right. And that was something that really opened my eyes to figuring out what just worked for me. And kind of ignoring that marketing that you're talking about.
- [32:46]
Violette Serra
Exactly.
- [32:47]
Erin Johns
So is there anything coming down the line as far as new products or anything else that you can share?
- [32:53]
Violette Serra
We have a new visible machine sensor. Because each shade takes so much work work, we make it a thing. Like it's one launch for one color. So I'm very excited for this color. It's called Mon Cheri, which when I was a kid, I don't know if you had that here in the US because it's not French candy or chocolate at all. So I don't know how that happened. But when I was a kid during the holiday season around like November, December, we all had like quality street chocolate and Mon Cheri and Ferrero Rocher. And so I have all these memories of me, like, going through all of them. They had all these colors and stuff. And Mon Cheri was one that I couldn't eat because the alcohol in it. But I just thought it was so pretty that it was a cherry inside. And I love the name Mon Cheri. It's like, I don't know, it's so cute. So when I wanted to do a brown bisoubon, which we don't have, I really wanted to infuse bread into it. So it's like a brown red and not a red brown. It's a particular color. It's a very fresh brown. Basically it reminded me of this memory I had as a kid with this chocolate with this cherry. So I was like, oh my gosh, I need to call this lipstick Mon Cheri. And it's one of my favorite color in visible, so I'm really excited to see how it's going to do.
- [34:04]
Erin Johns
Yeah, I'm going to have to try it because I think I have every single color. I'm very excited. Well, it's been so lovely having you on.
- [34:12]
Violette Serra
Thank you so much, Erin, for having me. You all have been such a great supporter for us, so I'm very grateful for that support. Thank you so much.
- [34:19]
Erin Johns
You're so welcome.
- [34:26]
Hilary Kerr
A huge thank you to the founder of Violette Affair, Violette Serra. Make sure to subscribe to our show wherever you listen to podcasts so you don't miss an episode. And while you're there, I'd also be so grateful if you'd rate and review us. If you have any guest suggestions or any other feedback, drop us a line at podcastwhowhatware.com or you can find us on social at whowhat Where. See you next Wednesday on the who what Where Podcast. This episode was produced by Hilary Kerr, Summer Hammeris, and Natalie Thurman. Our production assistant is Claire Schmidt. Our editor is Ko Takasuki Chernovin. Our audio engineers are at Glen Canyon Audio and our music is by Jonathan Leahy.