Violet Grey Delivers Beauty’s A-List to Your Vanity

The shelves at Violet Grey

The shelves at Violet Grey

Cassandra Huysentruyt Grey’s Melrose beauty boutique, Violet Grey, began as a hideaway and playground for celebrities, makeup artist and die-hard fans of beauty to experiment with the world’s best beauty products, but the doyenne of glam is opening up her secret world to the web. Violet Grey’s new e-shop is now offering Grey’s tightly curated selection of beauty goods to connoisseurs around the globe. Shop the Shelves, as the dedicated sub-site is called, sets itself apart from beauty giants and even niche boutiques such as Space.NK by offering only tried-and-true products that pass Grey’s litmus test, known as the Violet Code.

January Jones in the Violet Files

January Jones in the Violet Files

In addition to curating beauty products, Grey launched a digital publication, The Violet Files, with submissions by top photographers, makeup artists and actresses. You’ll find tutorials on basics such as foundation and concealer to how-tos on smoky eyes alongside noir-inspired shoots starring Mad Men‘s January Jones and screen siren Eva Mendes.

“I was involved collaboratively with photo editing and styling,” January Jones told us behind the scenes Lucky FABB. “I didn’t want anything airbrushed. I like seeing those flaws because it makes it look like you could touch the photos, and that’s so refreshing in Hollywood.”

But for those who do want to get the Hollywood look, each and every product carried at Shop the Shelves and inside Violet Grey’s brick-and-mortar shop have to fit three criteria. First, the items must be “authentic,” meaning that real-world makeup artists reach for them backstage at Fashion Week or on set during photo shoots. Products have to also be “validated,” or work just as they claim and have top-shelf packaging. Finally, everything has to be “coveted,” by beauty neophytes and pros alike, so Grey’s enlisted the likes of Jenna Hipp and Kristie Streicher to vouch for their most beloved products.

And instead of carrying a brand’s entire range, Grey’s selected the cream of the crop, so you won’t have to sift through all of Tom Ford’s lipsticks or La Mer’s extensive line. Grey’s picked only what makes the cut, so you’ll find NARS Creamy Concealer, anti-aging emulsions from La Prairie and just a few shades of Giorgio Armani’s cult-favorite Fluid Sheers. Naturally, products like YSL (Hedi Slimane hasn’t axed Yves out of the beauty line just yet) Touche Éclat, Laura Mercier Tinted Moisturizer and other perennial favorites have prime real estate at Violet Grey.

Violet Grey is located at 8452 Melrose Place, in Los Angeles. For more information, visit www.violetgrey.com.

Image courtesy Violet Grey

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.