VIOLET GREY is a technology company.
VIOLET GREY has raised $18.0M across 2 funding rounds.
VIOLET GREY has raised $18.0M in total across 2 funding rounds.
VIOLET GREY has raised $18.0M in total across 2 funding rounds.
VIOLET GREY's investors include Chemi, Innovation Endeavors, Webtalk Ltd, Jim Lanzone.
Violet Grey is a luxury beauty retailer, not a technology company. It curates and sells prestige beauty products including makeup, skincare, haircare, and wellness items, available online and at its Los Angeles boutique.[1][2][3][4] The company serves beauty enthusiasts seeking vetted, expert-approved essentials, solving the problem of overwhelming choices by offering a highly selective assortment tested for performance under high-stakes conditions like red carpets and HD filming.[3][4] Its growth stems from a devoted community of industry insiders—makeup artists, hairstylists, and influencers—who recommend products via The Violet Code, a rigorous vetting process ensuring at least 70% approval rates.[1][3]
Violet Grey was founded as a luxury beauty destination in Los Angeles, previously known as Snob, Inc., with roots in editorial content and curation.[2] Emerging from Hollywood's demanding beauty scene, it was built on the idea that shoppers need confidence in purchases amid market noise, starting with a Melrose Place boutique at 8452 Melrose Place and expanding online.[1][3] Key early traction came from exclusive content like celebrity stories, tutorials, and The Violet Files digital magazine, which humanized beauty expertise and built trust through insider recommendations.[2][3][4]
Violet Grey rides the trend of curation commerce in beauty retail, leveraging digital tools like Google Ads, Bing Ads, and analytics (e.g., Crazy Egg) within its tech stack to personalize recommendations amid e-commerce overload.[1] Timing aligns with post-pandemic demand for trusted, expert-vetted luxury amid influencer-driven discovery and clean beauty booms, where consumers favor authenticity over endless options.[3] It influences the ecosystem by setting standards for performance testing, elevating niche brands through community endorsements, and blending physical retail with content marketing to foster loyalty in a $500B+ global beauty market.[1][4]
Violet Grey's influence will grow by deepening its digital curation edge, potentially expanding The Violet Code into AI-assisted personalization or global pop-ups, capitalizing on wellness-beauty convergence and zodiac-themed lines like Madame Grey.[4] Trends like regenerative skincare (e.g., serums from Eighth Day, MBR) and velvet-texture innovations position it for sustained devotion among high-net-worth clients.[4] As curation trumps noise, expect deeper ecosystem impact via partnerships, tying back to its core: empowering confident beauty choices by those who know best.[3]
VIOLET GREY has raised $18.0M across 2 funding rounds. Most recently, it raised $13.0M Series B in May 2015.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| May 1, 2015 | $13.0M Series B | Chemi, Innovation Endeavors, Webtalk Ltd, Jim Lanzone | |
| Feb 1, 2014 | $5.0M Series A | Chemi, Innovation Endeavors, Webtalk Ltd, Jim Lanzone |