Poiret Beauté is coming to the U.S. via Violet Grey.
While the name Poiret may not be familiar to all, the House of Paul Poiret was a Parisian fashion house that operated from 1903 to 1929 and Paul Poiret is widely recognized as the designer who dismissed the use of petticoats and corsets in women’s fashion. Instead, his interest in Eastern arts and cultures saw him opt for looser and draped silhouettes that were characterized by dramatic colors and bold patterns.
Throughout the 20 years of the House of Poiret, Poiret developed fragrances and pressed powders, in addition to fashion and furniture.
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In 2015, South Korean luxury conglomerate Shinsegae International acquired the Poiret trademark and created a range of beauty products.
Now, the launch Monday marks the first time the skin care products will be available in the U.S.
“Poiret was a brand that I discovered as part of my engagement with Shinsegae International. What I found when I went to Seoul the first time a year and a half ago is they had created this brand in resurrecting the House of Poiret about a decade ago,” said John Demsey, chairman and senior brand adviser to Poiret. “There was an incredible backstory and piece of equity here that deserved to be a global beauty play based on the spirit of fashion heritage and the pioneering liberation of women and the embrace of the best of the West and the best of the East that goes back to the turn of the 19th century.”
Together with Cassandra Grey, founder of Violet Grey, he selected several stock keeping units to launch in the luxe retailer.
Among the products is the two-step cleansing ritual with La Crème Démaquillante, $130, a makeup-melting balm, followed by Savon Pour Le Visage, $115, a proprietary hard glycerine soap.
Other products include Absolift Crème, $510, Absolift Emulsion, $365, Absolift Serum des Yeux, $375, Absolift Lotion, $190, and Infusion D’Energie, $245.
The same seeds, plants and ingredients such as bamboo root, ginseng, and white rose root that were in the early 20th century Poiret products are also at the center of its advanced formulations launching Monday.
Grey said: “The Violet Code ensures that we offer a curation that is truly the best in beauty; these two ranges, especially the cleansers, have been a best-kept secret for a while now. The formulations are innovative but also feel and look good — held in a chic vase, they are really perfect for our customer who loves to travel.”
As previously reported by WWD, in 2024 Cassandra Grey acquired Violet Grey back from Coupang-owned Farfetch, with help from private equity veteran Sherif Guirgis, who is helming the company as chairman, chief executive officer and co-owner. It recently soft-opened a flagship on Madison Avenue in New York complete with a Poiret chaise longue.
“It’s very fun and a treat to be able to be the first to introduce this to our customers,” continued Grey.