Collaborations focus on the artists behind the celebrities (e.g., makeup artists who prep stars for the Oscars).
In the luxury beauty ecosystem, few entities command the editorial authority of . Founded as a content-meets-commerce platform, the company has established itself as the arbiter of prestige cosmetics, skincare, and fragrance through its legendary "Violet Code" vetting process. Following founder Cassandra Grey’s high-profile buyback of the company alongside private equity firm Sherif Guirgis, Violet Grey has entered an aggressive era of physical expansion and digital evolution. Collaborations focus on the artists behind the celebrities
The phrase "extra quality" also implies more than just high resolution. It suggests professional-level production values, which can include advanced lighting setups, high-quality audio equipment, and skilled post-production. All these elements work together to create a more refined and engaging viewing experience that stands out from standard content. All these elements work together to create a
Violet Grey’s content is shifting toward a "white glove e-commerce" experience, where luxury retail meets hyper-personalization. which can include advanced lighting setups
Based on current trends and Violet Grey's content style, here are some predicted content themes for 2025: