Cassandra Grey wants you to discover the secrets behind noteworthy glamorous moments that can be then translated into real world makeup tips, tutorials and product sales at her new e-commerce beauty site Violet Grey launching this fall. As Hollywood’s newest mogul-in-the-making, Grey sees an opportunity to connect image conscious consumers with Hollywood insiders. And what an insider she is…as the high-profile wife of Paramount CEO Brad Grey, she is uniquely positioned front and center within Hollywood culture. Stars, their stylists and makeup artists all draw from her archive of photos, makeup, vintage accessories and clothing to create nostalgia-tinged gorgeousness, as Violet Grey will be creating a series of cinematic cover stories in collaboration with some of the most talented minds in fashion, film and art.
The pixie-chic Grey- who bears a striking resemblance to a modern-day Audrey Hepburn and actually named her site after the color of Elizabeth Taylor’s eyes- grew up in San Francisco and worked in New York as a brand consultant before settling down in LA with one of Hollywood’s biggest players. Her new site will deliver editorial by way of the beauty blog Violet Files– which can be accessed in a weekly newsletter- and their digital shelves will be lined with the best beauty products on the market, curated by their community of trusted makeup artists, hair stylists and movie stars. Only interested in products that are actually being used, authenticity is key to the Violet Code which will include behind-the-scene tips that guide women to the best in beauty- such as items like cult concealers and Japanese eyelash curlers, to name a few. Grey- whose LA headquarters can be found on the uber stylish Melrose Place- is already the film industry’s beauty editor extraordinaire, and soon Violet Grey will be everyone else’s. www.violetgrey.com
