Founded by Cassandra Huysentruyt Grey and launched in 2013, VIOLET GREY is a luxury, multi-channel beauty company with curated media and commerce arms, of which includes a brick-and-mortar flagship store on Melrose Place in Los Angeles and an editorially-rich online shopping destination. Additionally, VIOLET GREY is home to The Violet Files, a digital editorial property dedicated to documenting Hollywood beauty culture in collaboration with celebrated storytellers in fashion and film, including recent Cover Story stars such as Kristen Wiig, Rosie Huntington-Whiteley, January Jones, Carmen Ejogo, Felicity Jones, Emily Blunt and Eva Mendes.
Maureen Case is now President of the company, effective July 1st, 2015. Case will be the first President for VIOLET GREY, a role that was created in response to the exponential growth of the Los Angeles-based luxury beauty company heralded for its distinct point of view in the content and commerce space.
Maureen Case photo credit VIOLET GREY
“Maureen is a not just an accomplished leader with a proven track record, she is that rare breed of seasoned corporate executive and forward-thinking entrepreneur. She understands the global landscape, product, promise, quality and the authority and power of authenticity — all the necessary ingredients we need to grow VIOLET GREY to the next level. We could not be more proud to have attracted her to our team,” says Grey.
Maureen Case, a 20-year veteran of the beauty industry, joins VIOLET GREY from a highly successful tenure at The Estee Lauder Companies where she held multiple leadership roles – most recently as President of Jo Malone London. Prior to that position, Case was Global Brand President, Specialty Group, which included Jo Malone London, Bobbi Brown and La Mer. At The Estee Lauder Companies, she developed a diverse background across multiple disciplines including finance, marketing and management, which led brands to progress extensively on a global level.
Case started her career in beauty in finance at The Estee Lauder Companies, eventually becoming Vice President, Marketing, Estée Lauder, Travel Retail. After years of increasing responsibility, she joined the Bobbi Brown brand in 1999 as Vice President, General Manager, Bobbi Brown International. In 2003, Case rose to the position of President & General Manager, Bobbi Brown Worldwide. Case was integral to the brand’s tremendous growth, much of it happening under her leadership, with sales quadrupling and with average annual growth in the double digits.
“Cassandra and the team at VIOLET GREY have established a new standard in luxury beauty. This business is a tremendous entity with a team of some of the best thought-leaders and storytellers in Hollywood, tech, beauty and fashion, backed by remarkable investors, that has ultimately transformed, with great innovation, how we learn about, shop for and experience luxury beauty. Cassandra and her team have figured out how to authentically lead sales in the digital space by educating, engaging and inspiring women through a multi-channel platform that empowers and motivates us. I am excited to build upon the vision and mission of this company as we grow the business into the next phase,” says Case.
In her new role as President, Case will be responsible for the domestic and global expansion strategy for VIOLET GREY. As the operational leader of the company, Case will provide strategic leadership and executive management, allowing Huysentruyt Grey to put a stronger focus on the storytelling content and creative for VIOLET GREY. Case will also focus on elevating the e-commerce arm of the business, amplifying the highly-edited curation of makeup, skincare, fragrance and hair products.