LVMH-owned beauty and fragrance house Guerlain has named French makeup artist and influencer Violette Serrat as its new Creative Director of Makeup.
Serrat has collaborated with several major beauty houses throughout her career. She was most recently Global Beauty Director at Estée Lauder and Makeup Designer at Parfums Christian Dior.
Serrat’s work has been published in some of the world’s most prestigious fashion and beauty titles, including Vogue, Harper’s Bazaar, W Magazine, T Magazine, Dazed, Teen Vogue and Elle. She also has a 400,000 strong following on Instagram and over 300,000 subscribers for her Violette_fr YouTube channel. In April 2021, Serrat launched her eponymous makeup line, Violette_fr.
Commenting on Serrat’s appointment, Guerlain said: “With her creativity, daring, Parisian Chic, eye for high standards and genuine sense of commitment, Violette seemed destined to join a house synonymous with French beauty and constant innovation. Today, Guerlain still emphasises modernity despite being over 90 years old.”
“I’m so happy to be joining such an iconic house with such a rich heritage,” Serrat commented. “I can pass Guerlain’s makeup values onto a new generation and share it with those who — no matter their gender — celebrate beauty today and will celebrate it tomorrow. As a pioneer, Guerlain must show commitment by becoming environmentally involved and engaging with femininity in broad and diverse way.”
As for her own personal journey with Guerlain, Serrat said: “My story with Guerlain is really the story of my femininity. As a little girl, Météorites [Ed: loose powder in the form of multi-coloured pearls] with its little pastel-coloured pearls for the complexion had a real aesthetic impact on me. I’d stare at the box fascinated; I couldn’t wait to become a woman… I pictured myself at my dressing table putting on lipstick, perfume and dipping a brush into these incredible Météorites.
“Today, I’ve been invited to write the next chapter in Guerlain’s history as Director of Makeup. That’s the magic of beauty.”
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