Australia’s largest beauty retailer, MECCA, has exclusively launched VIOLETTE_FR in Australia and Aotearoa.

Founded by French makeup artist, Violette Serrat, in 2021, the brand’s mission is to celebrate individuality, creativity, and self-expression. Serrat challenges the beauty industry’s efforts in seeking perfection and believes makeup is a tool of self-love, artistry is for everyone and there is beauty in imperfections.

“Our differences, our weirdness, our ‘je ne sais quoi’ is what makes each of us who we are and that is beautiful,” said Serrat. “Rather than beauty trends, I believe in using skincare and makeup as a mood lifter, to help you feel however you want to feel in that moment.”

VIOLETTE_FR will launch with a curated edit featuring nine innovative products across six categories, including fragrance, hair, and skin. The complete collection, built upon the concept of democratising beauty, has been developed to offer high quality formulas that are vegan, cruelty-free and housed in environmentally conscious packaging

The collection is designed to cater to all skin types and tones, with quality and creativity at the forefront of each product design.