What is The Violet Code?

THE BEST IN BEAUTY
FROM THOSE WHO KNOW BEST

VIOLET GREY began with our search for the best eyelash curler. To find the answer, we formed a band of inside-Hollywood experts and editors — from makeup artists to movie stars — to test every eyelash curler against our rigorous set of standards (the VIOLET CODE). We tested on film sets, on red carpets, and in the back of Jack Nicholson’s limousine — and once we learned which curler would make our lashes curve and not crimp (Utowa, it’s from Japan), we moved on to mascara, lip stain, dry shampoo, and everything else a girl needs in her cosmetic wardrobe. On any given day, we are discovering, testing, and approving best-in-class beauty. The result is a discerning curation of products, tips, and inspiration deemed essential — the Industry’s Beauty Edit.

The VIOLET CODE is a testing process and set of standards by which our community of top makeup artists, hairstylists, estheticians, dermatologists, and celebrity influencers distinguish the finest beauty products in the world from the tens of thousands on the market. The result is a curation that is truly the best in beauty from those who know best. All products approved by the VIOLET CODE are:

Discovered: All products we sell are recommended by our community of beauty experts, who use them on set, on the red carpet, and on their own vanities.

Tested: Each product we carry is vetted in Hollywood for performance, packaging, and payoff by our editors, artists, beauty experts, and influencers. With the demands of red carpet interviews, high-definition film, and constant paparazzi presence, if products can make it here, they can make it anywhere.

Approved: At least 70 percent of testers deem the product a beauty essential—that is, a hero worthy of our kit and yours. Approved products then assume their rightful place on the shelves of VIOLET GREY as part of our curation—all available to purchase for your own cosmetic wardrobe.