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: Founder Cassandra Grey describes the strategy as simply "documenting what we are doing," providing a behind-the-scenes look at curation.
The company is aggressively hiring to support its goal of opening up to over the next few years and expanding internationally into the UK, Europe, and Asia.
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On platforms like Instagram and LinkedIn, the brand replaced standard product shots with multi-slide digital magazines. A provocative, high-fashion editorial image. : Founder Cassandra Grey describes the strategy as
By shifting from a purely digital footprint to an omni-channel powerhouse—including storefronts on Manhattan's Madison Avenue, East Hampton, Dallas, and an international debut at —Violet Grey has changed the playbook for how luxury beauty is marketed and sold.
As augmented reality (AR) and virtual try-ons become standard in luxury retail, brands need developers who understand high-end aesthetics. Creative technologists ensure that a digital lipstick swatch looks identical to its real-world counterpart under various lighting conditions. Creator Relations Manager (Prestige Tier)
In 2025, has repositioned itself as a powerhouse in the niche luxury beauty sector following its reacquisition by founder Cassandra Grey . The brand is currently executing a "content-first" growth strategy that bridges high-end editorial curation with aggressive retail expansion, including plans for up to 20 new physical stores. This shift has created a unique intersection for professionals seeking to blend luxury brand building with modern social commerce. 2025 Social Media Content Strategy Master Technical Beauty Vocabulary Focusing on enhancing the
Social media and e-commerce efforts merged to provide a personalized, high-touch experience online, mirroring the premium service found in their physical "top-shelf" retail spaces.
Cassandra Grey emphasized TikTok as a primary channel, not for fleeting trends, but for authentic beauty discovery and professional validation.