Violet Grey’s 2025 content reflects its shift toward a that prioritizes trust and exclusivity over viral trends.
: TikTok has become a primary driver for beauty discovery, with the brand utilizing it to reach a younger, high-end audience interested in "clean" and functional beauty.
after its reacquisition from Farfetch . The brand is currently executing a "comeback" strategy centered on aggressive retail expansion, international growth (notably in London), and a "white-glove" digital transformation.

