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Violet Grey Appoints Sarah Brown as Executive Director

Violet Grey
Violet Grey

The former Vogue beauty director, who has also contributed to The Business of Fashion, will oversee collaborations, scout brands and enlist other experts for the luxury online beauty retailer as the head of its newly launched product development and content hub, Violet Lab.

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Violet Grey, founded by Cassandra Grey in 2014 and known for its Hollywood authority, will explore product development and expand its content, which includes its “Violet Code” product vetting system. Grey described The Violet Lab in a statement as an “umbrella under which all our curatorial and merchandising strategies fall, as well as our partnerships and collaborations.”

The retailer has raised more than $29 million to date and counts close connections to in-demand prestige beauty brands, like Westman Atelier and Augustinus Bader, the latter of which counts Violet Grey as its first retail partner and a foundational partner.

“With the arrival of Sarah, a proven brand builder with a mind that is both creative and strategic, we will accelerate the activities of the Violet Lab, actively incubating brands, as well as creating our own Violet Grey merchandise, of which we have already started,” said Grey in a statement.

Brown left Vogue after 15 years in 2015, and has since been writing, editing and consulting.

In April, a report in WWD speculated that Farfetch was in talks to form a partnership with Violet Grey as part of its strategy to expand into beauty, slated to launch in 2022. Sources close to both companies told BoF that reports of any partnership or acquisition were premature, and the companies had been in discussions for years.

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