Violette_FR, the French beauty brand created by makeup artist Violette Serrat, has entered the UK market through Sephora UK, making its full product range available in ten physical stores and online starting November 2. The rollout covers major locations including White City, Stratford, Spitalfields, and Brent Cross in London, as well as Manchester’s Trafford Centre, Cardiff, Oxford, Bristol, Edinburgh, and Glasgow.
The brand’s UK debut follows a successful North American launch earlier this year, where it established an exclusive partnership with Sephora across over 190 stores in the US and Canada. That expansion outperformed projections, and the UK rollout adopts the same in-store display concept—a compact version of Serrat’s Cabinet of Curiosities, a collection of objects linked to the brand’s formulas, inspired by her studies at the École du Louvre.
Violette_FR’s product line encompasses makeup, skincare, haircare, and fragrance. Among its standout offerings are the Bisou Balm matte lipstick and the Boum-Boum Milk skincare spray. The Bisou Balm drove 88% of new customer acquisition during the brand’s Series B funding round in December 2024, demonstrating its strong market appeal.
“Our partnership with Sephora in North America has shown me just how powerful it is when people can discover the formulas in person,” said Serrat, Founder and CEO of Violette_FR. “Expanding with Sephora across the UK allows us to create that experience for so many more people. For me, growth is always about connection, and this feels like a very natural next step.” The brand’s design philosophy combines striking color palettes with easy-to-use formulas, aligning with Sephora’s emphasis on innovation and narrative-driven beauty.
Sephora UK’s managing director, Sarah Boyd, praised Violette_FR’s creative vision, calling it a perfect fit for the retailer’s goal of introducing fresh, distinctive brands.
Sephora UK’s broader expansion strategy continues to gain momentum, having reopened its first physical stores in 2023. The company now operates multiple locations and plans to reach 20 stores by the end of 2026, including boutique units on Carnaby Street and Old Spitalfields Market. Future plans include shop-in-shop concepts within M&S stores by spring 2027, with an ultimate target of 100 UK locations.
