Cassandra Grey

Cassandra Grey established Violet Grey in 2012, building it into an influential luxury online beauty retailer based in Los Angeles dedicated to providing highly curated product selections and trusted recommendations. Her vision for Violet Grey was shaped by nine years as a creative consultant, from approximately 2003 to 2012, where she specialized in advertising, influencer marketing, and image-making within the beauty sector. In this role, Grey developed aesthetic narratives for clients by focusing on hair and makeup, a background that directly informed her approach to creating a trusted platform for beauty commerce through collaborations with leading makeup artists and hairdressers. Violet Grey achieved a significant milestone in 2022 when it was acquired by Farfetch as a strategic move to penetrate the global beauty market.

This reacquisition underscored her unwavering dedication to the brand she founded and its distinctive position in the luxury beauty landscape. Currently, Grey plays a multifaceted leadership role in the re-established enterprise, serving on the executive board of Violet Grey where she actively contributes to its creative vision, retail expansion, and revenue growth. Furthermore, she has assumed the role of Chairman and Artistic Director at Violet Labs, a newly launched brand development arm. Through these roles, Grey continues her commitment to upholding Violet Grey’s rigorous standards for curated, high-quality beauty products and to evolving the brand as a premier platform for beauty discovery and innovation.