Cassandra Grey Returns to Violet Grey in Acquisition from Farfetch

Violet Grey Founder Cassandra Grey has returned to the beauty and content destination as co-owner.

Grey will join the executive team alongside Sherif Guirgis, who has been appointed chairman and CEO. The company was founded by Grey in 2013, who will now serve on the executive board providing strategic support in shaping the brand’s creative vision, retail expansion and revenue growth.

Guirgis steps into the role as co-owner, CEO and chairman following an extensive private equity career, with more than 13 years of experience investing in iconic consumer brands across his prior roles at Apollo Global Management, Lion Capital and Main Street Advisors. Bringing his expertise in brand building and operations, he will work alongside Grey and chief brand officer Sarah Brown to drive Violet Grey’s growth and expansion as a category leader within premium beauty.

Guirgis said he appreciates Violet Grey’s commitment to meticulous product vetting and curation through the Violet Code Approval process, and its success in being the “launchpad of choice” for many successful brands in the beauty industry.

“I’m looking forward to partnering with Cassandra to expand Violet Grey’s reach and continue to be the choice destination for the most discerning beauty shoppers,” said Guirgis, “and I am excited to work with Sarah Brown, who has been working tirelessly to ensure the brand continues to uphold the rigorous standards put in place from the beginning.”

Violet Lab Spinoff

In addition to Violet Grey’s plans to expand on its brand-building distribution platform, the company is spinning off a second entity, Violet Lab – its brand development arm. Grey will lead Violet Lab as chairman and artistic director.

The news follows the acquisition of Violet Grey by Grey and Guirgis earlier this summer, with a focus on providing “best-in-class” customer experience, per the company.