Violet Grey’s digital publication, The Violet Files, launched in July 2013, offers a glimpse into the transformative world of Hollywood beauty through the discerning, editorial point of view of leading fashion photographers and filmmakers. Founded by Cassandra Huysentruyt Grey, an experienced brand expert with over 15 years in the fashion and luxury industries, Violet Grey began in 2010 as a private dressing studio on Melrose Place for a red carpet clientele. The intimate space offered inspiration and sparked collaboration for stars, stylists, influencers, makeup artists, nail artists and hair stylists. By virtue of its access, the studio naturally evolved into a place where the best of beauty reigned.
 
The insider knowledge amassed in the studio will become accessible via violetgrey.com, an e-commerce store with an online editorial platform (The Violet Files), and the ground floor of the store on Melrose Place, which will transform into a luxury beauty and art installation.
 
For example, recently it was revealed how hair expert Serge Normant created looks for Cindy Crawford in just four steps:
 
1.       Prep & Dry: To begin, apply Serge Normant Meta Lush Volumizer to damp locks, concentrating on the roots, and blow-dry strands smooth with a medium-sized round brush. The goal is to dry hair while creating bend at the ends and lift at the crown.


2.       Add Texture & Lift: To further amplify the roots and create extra fullness, grip, and texture, spray Normant’s Meta Revive Dry Shampoo onto partings all over the head.


3.       Curl & Pin: Create pin curls in a few deceptively simple steps. Wrap hair around a 1 or 1.25-inch iron, hold until hot slide the iron out without unraveling the hair, and pin the intact curl to the scalp to cool.


4.       Brush & Smooth: Once hair is completely cool, release the pins and gently brush through the curls with a natural bristle brush (Violet says try Y.S. Park’s Tortoise Wood Air Vent Cushion Flat Eco Styler Hair Brush.) For a soft finish that’s touchable, avoid hairspray. Instead, run a few drops of Normant’s Meta Sheer Finishing Oil through locks to finish the look!