Violette Sets Up Shop at Liberty Proving It’s Not All About Screens and Scrolls and That Beauty Still Belongs IRL

• Beanie Stolper: You’ve launched your first ever UK counter inside Liberty, a space steeped in history and discovery. Why was Liberty the right home for VIOLETTE_FR, and how do you imagine your world unfolding within its labyrinth of beauty and craft?

  Violette: There’s such a natural synergy between Liberty and the ethos of my brand, it just felt like the perfect home for us. I’ve always loved how Liberty is a space where creativity and discovery are truly celebrated, and that’s something that’s always resonated deeply with me. At VIOLETTE_FR, beauty is never just about the surface. It’s a tool for self-expression, a way to boost your mood, and a path to self-love and personal discovery. To be part of Liberty’s iconic curation, and to offer our world within such a welcoming, inspiring, and historic space, feels like a dream come true!

BS: Liberty has such a strong design language, its wood paneled rooms, maze like layout, and emphasis on discovery. How did you translate that into the physical architecture and feel of your counter?

V: From the get-go, Liberty was incredible in helping us bring my vision to life within the newly reimagined ‘Beauty Studio’. Our team collaborated closely with theirs, and they gave us full creative freedom, which meant we were able to design a space that felt deeply personal, yet still harmonious with Liberty’s architectural elements. We even built a mock version of the counter in our New York office to map out every detail. We sourced vintage pieces, raw pigments, and little treasures from artisans to bring to life the Liberty version of my signature ‘Cabinet of Curiosities’. It’s part moodboard, part atelier, a visual reflection of how I create. Throughout the space, we wove in key brand elements: our iconic ‘Dieu Bleu’ hue, subtle touches of gold, and handwritten notes from me, so that the counter feels warm, intimate, and inviting. My favorite moment was seeing it all come to life on launch day, watching customers explore the space, connect with the textures and objects, and truly understand the brand in a new, more tactile way.

BS: When so many modern brands for example Glossier, Lexxola, Cou Cou Intimates built empires that were exclusively online for the start of their journey, what makes physical presence still essential to VIOLETTE_FR’s story? How do you justify investing in a counter when the industry is pivoting toward screens and scrolls?

V: Even though our brand began digital, I knew from that start that I wanted to have a physical retail footprint. There’s something magical that happens when you see and experience the VIOLETTE_FR formulas firsthand, the couture colors, the textures of the formulas. I see it again and again, it’s this “aha” moment when people try the products in person for the first time. That kind of connection is emotional. It sparks a sense of curiosity and discovery that you simply can’t replicate online.

BS: Can the act of trying on become an act of storytelling in itself, a moment where your products instantly become part of the customer’s own narrative?

V: Yes, I truly believe the act of trying something on can become a moment of storytelling. It’s not just about testing a color or a texture, it’s about seeing yourself differently, even if just for a second. That moment when a product meets your skin is when it leaves our hands and becomes part of your narrative. It’s personal, emotional, transformative. Think about how a red lip can instantly make you feel more confident. I see it as a little spark, a shift in energy. That’s what I hope for, that each product becomes a tool for expression, for joy, for connection. A chapter in someone’s story, not just something in their makeup bag.

BS: When the digital world rewards immediacy, what does slowness, browsing, testing, discovering mean to a brand like yours?

V: I think on a macro level, we’ve gone so far into the digital, from social media to AI, that people are starting to crave the tactile again. There’s something about a physical sensory experience that feels grounding, and I think that’s becoming the new version of luxury. For my brand, it feels very aligned. VIOLETTE_FR has always been about encouraging our community to see themselves as both the artist and the muse. It’s not about covering up flaws, it’s about play. About rediscovering that sense of curiosity and childlike wonder. That little spark of magic I think a lot of us have lost along the way. And when you get that moment back, it reconnects you to yourself, and that’s where the”‘joie de vivre” comes in.

BS: With four dedicated makeup stations and in store VIOLETTE_FR artists, how do you see personalised artistry shaping customer experience in a city used to fast, transactional beauty retail? In an environment where online reviews and social media often dominate perception, how do you make a physical visit memorable enough to create authentic word of mouth momentum?

V: Sometimes when I introduce someone to the brand in person, I’ll gently challenge them, I’ll ask them to pick a colour they’d never normally dare to wear. And then I’ll show them a way to wear it that surprises them. Or even better, they put it on themselves and are surprised by how comfortable and confident they feel. That’s the kind of experience I want our incredible in store artists to create. Yes, they’re there to help with beauty questions, but more than that, they’re there to open eyes to new perspectives. To help people see themselves differently, and to rediscover that sense of curiosity, self-expression and “joie de vivre” that’s at the heart of everything we do. And the counter itself is designed to support that, it’s a space that feels like a peek inside my creative process, where the customer is invited to explore, play, and make it their own.

BS: Your products take years to perfect, reflecting a patience that is scarce in beauty today. As a “modern maison” how do you communicate that French sensibility and attention to craft to a UK audience driven by speed and trends, whilst allowing them to interpret your cult products like ‘Boum-Boum Milk’ and ‘Bisou Balm’ through their own rituals? 

V: There’s definitely a balance, and I think we’ve done a good job of striking it. Yes, I want to invite people to slow down, to embrace the part of my culture that celebrates everyday rituals. But that doesn’t mean overcomplicating things. Luxury can still be intuitive. A product like ‘Boum-Boum Milk’, for example, is a 3-in-1 formula that simplifies your routine, but also invites you to take a breath. To create a moment for yourself, whether that’s to feel more grounded, get inspired, or just relax for a few seconds. We take our time developing each product so it feels considered, not rushed. Everything we create exists because it didn’t exist before. Our motto is “complete, not compete” And once a product is in your hands, I want you to make it your own. Seeing how our UK community has embraced that philosophy has been incredibly meaningful. It feels like the message is resonating in a real way.