Clean beauty brand Violette_FR has completed a Series B funding round. 

Violette_FR launched in 2021 and now offers a 14-piece collection spanning makeup, skincare, and haircare. Today, hero products like the $43 Boum-Boum Milk skincare spray and the $29 Bisou Balm lipstick have become cult favorites.

The funding is expected to fuel the brand’s next phase of growth, with a focus on global expansion, product innovation, and digital platform enhancements.

Notably, it wants to build infrastructure for U.S. and international expansion, develop eco-friendly packaging, and invest in e-commerce and retail partnerships. While the brand already has a strong direct-to-consumer presence, it plans to announce a major retail partnership in 2025 to further broaden its footprint.

The round was led by Silas Capital, a New York-based growth equity firm specializing in next-generation consumer brands, and Experienced Capital, a Paris-based equity fund dedicated to aspirational consumer brands. The funding round also included participation from existing investors Monogram Capital Partners and Felix Capital.

“I’ve always approached my business with a long-term vision, akin to building a luxury maison rather than a high-growth startup. Because of this, I have carefully orchestrated my dream line of products while staying customer-centric and true to my instincts. I view Violette_FR as a lifestyle brand—one that seamlessly integrates beauty into a broader, curated lifestyle,” said founder, Violette Serrat. 

“We are thrilled to have a team of investors who continue to support us, allowing Violette_FR to thrive while maintaining the integrity of the brand and its unique position in the beauty landscape.”

To support its growth, Violette_FR has also recently strengthened its leadership team with industry veterans. Heidi Merris, president, brings extensive experience from Pat McGrath Labs and Estée Lauder. Tracy Holding, SVP of global marketing, adds expertise in digital strategy and brand building, with over 15 years of experience at companies like Pat McGrath Labs and GlamSquad. 

Carlos Jadraque, executive creative director, draws from two decades of experience in the fashion and beauty industries, having worked with brands such as Oscar de la Renta, Ralph Lauren, and Condé Nast. Meanwhile, Amandine Isnard, SVP of product innovation & supply chain, formerly with Augustinus Bader, Space NK, and Chantecaille, leads the brand’s efforts in clean, conscious beauty and sustainable packaging initiatives.

“Violette_FR stands out in the beauty landscape for its aspirational French brand appeal, driven by Violette’s authenticity and credibility, which resonate deeply with consumers,” added Brian Thorne, partner at Silas Capital and lead investor.

“Her innovative approach shines through in the brand’s ability to extend across categories—skin, color, hair, and fragrance—as well as in standout products like Boum-Boum Milk, Bisou Balm, and Yeux Paint Dieu Bleu. We’re excited to partner with Violette to further accelerate both e-commerce momentum and wholesale expansion.”