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Violet Lab, the brand incubator of Violet Grey, the Los Angeles-based retailer known for its high-gloss creative, has quietly debuted Madame Grey parfum, offering a $100 hair mist and limited-edition $1,100 Extrait de Parfum.
The Extrait, nosed by perfumer Jérôme Epinette, is housed in a limited run of 1100 “handcrafted” glass flacons, according to its description on Madame Grey’s direct to consumer website, which quietly appeared this month. The scent is advertised as a “transfixing ode to the one that got away” and is available for pre-order, but no scent profile information is provided.
The fragrance is also distilled into a hair mist, Pour Cheveux Strip-Tease available now for $100.
The website also announced the Madame Grey Estate, a space on New York’s Upper East Side described as the “studio and private art collection of creative director Cassandra Grey.” The space will be open from June 2 through 7, and will culminate in an auction of fine jewelry and objêt from the likes of Cartier and Fabergé, alongside a bottle of the Extrait de Parfum.
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Violet Grey was founded in 2013 by Cassandra Grey, a creative director and entrepreneur who is credited with helping launch brands like Augustinus Bader on the strength of her network and editorial perspective. Farfetch purchased Violet Grey in 2022 to build its budding beauty division, an aim it later abandoned; Grey purchased the retailer back from Farfetch in fall 2024 with the private equity investor Sherif Guirgis, who became co-owner and chief executive. At the time, the company announced the creation of Violet Lab, a brand development arm of which Grey is chairman and artistic director.
Since then, Violet Grey has expanded east, opening a shop-in-shop at Long Island department store Hirshleifers, and will open its Madison Avenue boutique in June.
Despite only recently appearing, Madame Grey has been in the works for some time. The brand’s associated Instagram account, @madamegrey_parfum, has steadily posted moodboard imagery including Guy Bourdin photographs and midcentury interior design objects since 2019.
Learn more:
Cassandra Grey Buys Back Violet Grey — With Some Help
The cult beauty retailer’s founder teamed up with investor Sherif Guirgis to acquire the business back from Coupang, the South Korean owner of Farfetch.
Editor’s Note: This article was amended on May 16 2025 to clarify that Violet Labs, Violet Grey’s incubator arm, launched Madame Grey parfum.
