# Violet Grey

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/violet-grey

- Industry: Travel & Leisure
- Headquarters: Los Angeles, US
- Website: www.violetgrey.com
- Total disclosed funding: $7.3M
- Latest round: Series A (Feb 25, 2014)
- Investors on record: 6

## About

Violet Grey is a luxury beauty retailer specializing in high-end beauty products, curated skincare lines, and exclusive offerings, catering to discerning beauty enthusiasts and professionals alike.Founded in 2012 in Los Angeles, US, Violet Grey operates as a premium beauty retailer, offering a curated selection of high-end beauty products. The company was co-founded by Cassandra Grey, Olivia Poli, and Tiffany Bensley. Currently, Ashley Lau and Olivia Poli hold CEO positions. The company has raised a total of USD 8.75 mn through 6 deals, with its latest round securing USD 8.75 mn.Violet Grey specializes in high-end beauty products and curated skincare lines, offering a selection that includes makeup, skincare, hair care, and fragrance. The company’s core product offerings encompass a variety of renowned brands and exclusive items such as Angela Caglia’s Cell Forté Serum and Augustinus Bader’s skincare line. These products are designed to address diverse beauty concerns, from anti-aging and hydration to cleansing and enhancing skin vitality. Violet Grey serves a clientele that includes makeup artists, estheticians, and beauty enthusiasts, primarily targeting the luxury beauty market. The company operates across multiple geographical markets, including the United States, Canada, and select international locations, aiming to meet the demands of a discerning customer base seeking premier beauty products.The revenue structure of Violet Grey is primarily driven by direct-to-consumer transactions, with customers purchasing through the company's online platform. This business model allows for a streamlined purchasing process where consumers can access exclusive products from various high-end brands. Flagship offerings, such as the MBR Liquid Surgery Serum and the Dr. Diamond's Metacine line, are positioned at premium price points, reflecting the luxury nature of the brand. The company may also engage in brand partnerships and exclusive product launches, enhancing its revenue potential by tapping into niche markets within the beauty industry. Overall, Violet Grey's emphasis on quality and exclusivity contributes to its revenue generation strategy.Violet Grey plans to expand its product line with new launches aimed at enhancing its portfolio of exclusive beauty items. The company is also focusing on entering new markets, particularly in Europe and Asia, by the end of 2024. Recent funding of USD 8.75 mn will be utilized to support these initiatives and to enhance marketing efforts related to the upcoming product launches. Additionally, the recent stake exit by Marker highlights ongoing investor interest in Violet Grey's growth potential.

## Funding rounds

- Series A, Feb 25, 2014, $7.3M — MDC Partners, Inc., SV Angel, Lerer Hippeau Ventures, Marker, Windsor Media, Red Sea Ventures

## Investors

- MDC Partners, Inc. — Series A
- SV Angel (https://capitalatlas.ai/funds/sv-angel) — Series A
- Lerer Hippeau Ventures — Series A
- Marker (https://capitalatlas.ai/funds/marker) — Series A
- Windsor Media — Series A
- Red Sea Ventures (https://capitalatlas.ai/funds/red-sea-ventures) — Series A