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Beauty Briefing: Violet Grey’s expansion plans are taking it to Dallas and Aspen

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Beauty Briefing: Violet Grey’s expansion plans are taking it to Dallas and Aspen

This week, I checked in on how Violet Grey is looking to fill the void for premium beauty retail in new markets. Additionally, buyers are eyeing niche fragrance brand Parfums de Marly, and Maybelline is embracing ChatGPT as a discovery platform. 

Why Violet Grey is opening its next stores in Dallas and Aspen

With the opening of its Upper East Side store in 2025, Violet Grey turned itself from a Los Angeles beauty mainstay to a bicoastal shopping destination. But for its next stage of growth, the specialty beauty retailer is moving beyond the coasts: Plans are underway to open a Violet Grey store in Dallas and Aspen. 

Violet Grey aims to open the Dallas location by February and get Aspen up and running before Christmas. The new stores will join the premium beauty retailer’s existing shops on Melrose Place in Los Angeles, Palisades Village, New York City’s Madison Avenue and East Hampton. 

“We see a pretty big gap in white space in the premium end of the market for the products we’re selling,” said Violet Grey CEO Sherif Guirgis, who joined founder Cassandra Grey to reacquire the business from Farfetch in 2024. “I expect in the markets maybe outside of L.A. and New York, there is a customer that is really discerning, and there’s a customer that probably is not being served in that sort of high-touch, high-service way.”

Dallas is home to a potent example of such a white space. In September, Neiman Marcus shuttered its historic flagship store in downtown Dallas after a century in business.


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