Violet Grey got its start like so many 21st century brands: as an Instagram feed<\/a>. In this case, one belonging to interior designer Cassandra Grey, the company\u2019s founder. <\/p>\n\n\n\n The popular feed evolved into the Violet Files blog before taking off as an ecommerce venture and then a brick-and-mortar luxury beauty platform. Unlike the massive spectrum of products and price points one might find in a Sephora or Ulta Beauty, Violet Grey\u2019s stock is deliberately pared down. Only products that are the mainstays of celebrities and their makeup artists make it onto their shelves.<\/p>\n\n\n\n After securing $2 million in seed funding ahead of its 2013 launch, the company closed a\u00a0$10.2 million\u00a0<\/a>Series C round in early 2018 after generating an estimated\u00a0$5 million<\/a>\u00a0in annual revenue. Since, Violet Grey has achieved cult-like status among everyone from A-list actresses to fashionable teens, the two extremes that make up the company\u2019s nearly\u00a0half-million Instagram followers.<\/p>\n\n\n\n Violet Grey is elevating the luxury beauty shopping experience by melding the best elements of the beauty counter with the convenience of ecommerce.<\/p>\n\n\n\n Known as \u201cthe industry\u2019s beauty edit,\u201d Violet Grey began with a search for the best eyelash curler. For the answer, the company asked Hollywood\u2019s leading artists and stars to test every eyelash curler against their rigorous standards. They tested on movie sets and red carpets \u2014 and once they learned which curler would make lashes curve and not crimp (Utowa, it\u2019s from Japan), they moved on to mascara, lip stain, dry shampoo and everything else a girl needs in her cosmetic wardrobe.<\/p>\n\n\n\n The result is a discerning curation of beauty products, tips and inspiration deemed essential by the industry experts who know best. Violet Grey\u2019s digital shelves are lined with the best beauty products on the market, curated by its community of trusted make-up artists, hair stylists and stars. The highly edited selection of beauty offerings \u2013 which, according to the site, is curated according to a strict set of standards called the \u201cViolet Code\u201d<\/a> \u2013 comes direct from the makeup kits of Tinseltown\u2019s most in-demand makeup artists.<\/p>\n\n\n\n \u201cWe take this sh&t seriously. We are here to be nothing less than legendary.\u201d \u2013 Violet Grey<\/p>\n<\/blockquote>\n\n\n\n Violet Grey\u2019s online marketplace is a highly customized Spree Commerce backend platform that powers the company\u2019s consumer-facing website, billing & fulfillment systems as well as internal apps.<\/p>\n\n\n\n The tech stack is primarily Ruby on Rails, with Go services, and a React-powered front-end. Configuration management is done via Chef. The majority of the data is in PostgreSQL with caching in Redis.<\/p>\n\n\n\n On violetgrey.com<\/a> you will find some really cool features like color filter, short \u201chow to use\u201d tutorials on product pages, product recommendations (Customers also bought), Gift Cards<\/a> and affiliate <\/a>opportunities for beauty influencers. What is more, you can choose between many payment options such as Credit Card (MasterCard, Visa, American Express), Paypal<\/a>, Amazon Payments, QuadPay.<\/p>\n\n\n\n Violet Grey is known as the go-to source for everything beauty. The brand\u2019s Hollywood-chic ecommerce platform combines perusing through a magazine and online shopping with an amazing user experience. The company\u2019s online marketplace, built with Spree Commerce, offers a highly curated selection of the best luxury beauty products including makeup, skin care, hair care and nails. <\/p>\n","protected":false},"excerpt":{"rendered":" Violet Grey is known as the go-to source for everything beauty. The brand\u2019s Hollywood-chic ecommerce platform combines perusing through a magazine and online shopping with an amazing user experience. The company\u2019s online marketplace, built with Spree Commerce, offers a highly curated selection of the best luxury beauty products including makeup, skin care, hair care and nails.\u00a0<\/p>\n","protected":false},"featured_media":10837,"template":"","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":""},"cpt_success_str_category":[977,979],"class_list":["post-10836","cpt_success_str","type-cpt_success_str","status-publish","has-post-thumbnail","hentry","cpt_success_str_category-dtc","cpt_success_str_category-marketplace"],"acf":[],"_links":{"self":[{"href":"https:\/\/spreecommerce.org\/wp-json\/wp\/v2\/cpt_success_str\/10836","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spreecommerce.org\/wp-json\/wp\/v2\/cpt_success_str"}],"about":[{"href":"https:\/\/spreecommerce.org\/wp-json\/wp\/v2\/types\/cpt_success_str"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spreecommerce.org\/wp-json\/wp\/v2\/media\/10837"}],"wp:attachment":[{"href":"https:\/\/spreecommerce.org\/wp-json\/wp\/v2\/media?parent=10836"}],"wp:term":[{"taxonomy":"cpt_success_str_category","embeddable":true,"href":"https:\/\/spreecommerce.org\/wp-json\/wp\/v2\/cpt_success_str_category?post=10836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}The future of shopping is about curation<\/h1>\n\n\n\n
\n
![\"Violet](\"https:\/\/spreecommerce.org\/wp-content\/uploads\/2020\/03\/Zrzut-ekranu-2020-03-11-o-13.30.42.png\")
<\/figure>\n\n\n\nViolet Grey and Spree Commerce<\/h1>\n\n\n\n
Tech Stack:<\/strong><\/h3>\n\n\n\n
\n
Integrations: <\/strong><\/h3>\n\n\n\n
\n
![\"\"](\"https:\/\/spreecommerce.org\/wp-content\/uploads\/2024\/07\/obraz_2024-07-31_121048511-1024x1024.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/spreecommerce.org\/wp-content\/uploads\/2024\/07\/obraz_2024-07-31_121055081-1024x1024.png\")
<\/figure>\n<\/figure>\n\n\n\nConclusions:<\/h1>\n\n\n\n
SPREE SUCCESS STORY<\/h6>\n\n\n\n