The LVMH Group’s brand has appointed French makeup artist and vlogger Violette Serrat as its new Creative Director of Makeup.

As a young woman Violette Serrat has made a place for herself within the makeup world and gained recognition in the United States within just a few months of moving there on a whim in 2015. She has collaborated with major houses since the beginning of her career — namely with Dior as a Makeup Designer and more recently with Estée Lauder, where she held the post of Global Beauty Director at just 33 years old.

Her portfolio is filled with thousands of images from collaborations with renowned magazines including Vogue, Harper’s Bazaar, W Magazine, T Magazine, Dazed, Teen Vogue and Elle.

"Violette" has succeeded in making a name for herself – a first name at that – thereby inscribing her work into the annals of contemporary beauty. “Her world is a unique and fertile one, where her spontaneous creativity, Parisian sensibilities, masterful techniques and love of art are blended together,” said Guerlain in a statement.

With many followers across social media (namely 400k followers on Instagram) she created her own Violette_fr YouTube channel 6 years ago to share makeup tutorials and beauty snapshots. She launched her own line of makeup in April 2021, named quite naturally VIOLETTE_FR.

With this new collaboration, Guerlain intends to emphasize modernity despite being over 190 years old.