Portfolio Company

Violet Grey

Violet Grey
status: active

Violet Grey is elevating the luxury beauty shopping experience by melding the best elements of the beauty counter with the convenience of e-commerce. Known as “the industry’s beauty edit,” Violet Grey began with a search for the best eyelash curler. For the answer, the Company asked Hollywood’s leading artists and stars to test every eyelash curler against their rigorous standards. They tested on movie sets and red carpets — and once they learned which curler would make lashes curve and not crimp (Utowa, it’s from Japan), they moved on to mascara, lip stain, dry shampoo and everything else a girl needs in her cosmetic wardrobe. The result is a discerning curation of beauty products, tips and inspiration deemed essential by the industry experts who know best. Violet Grey’s digital shelves are lined with the best beauty products on the market, curated by its community of trusted make-up artists, hair stylists and stars.  The Company also has a flagship boutique located on Melrose Place in West Hollywood where customers can shop expertly curated beauty products and exclusive offerings.

Violet Grey
Company News
  • L2inc.com - January 25th, 2017
    The New Wave of Beauty Retailers

    The decision of which retailers to partner with is no longer limited to Sephora, department stores, and Ulta. A new crop of beauty retailers that sell an edited list of product are becoming consumers’ source of inspiration.

    Read More
  • nytimes.com - February 26th, 2016
    Three Talents Changing the Red Carpet Glamour Game

    Who knows what works on camera better than a model? Victoria Sekrier, who modeled for the likes of Prada and Givenchy, is now earning a following not for her cheekbones but forher styling acumen.

    Read More
  • hollywoodreporter.com - June 24th, 2015
    Beauty Veteran Maureen Case Hired as Violet Grey's First President

    Beauty entrepreneur Cassandra Huysentruyt Grey announced on Wednesday that her two-year-old business Violet Grey (Grey is founder and CEO) has hired Maureen Case as the company's first president, created in response to the swift growth of the distinct L.A.-based brand with its unique point of view in high-end beauty.

    Read More
  • forbes.com - June 23rd, 2014
    VIOLET GREY Brings The Hollywood Touch To Luxury Beauty

    “The Industry’s Beauty Edit” isn’t something you say lightly. But for VIOLET GREY, nothing else will do. Their discrete atelier on Melrose Place, formerly owned by architect John Elgin Woolf, stocks product culled exclusively from the kits of Hollywood’s makeup and nail artists.

    Read More