Beauty Veteran Maureen Case Hired as Violet Grey's First President

Violet Grey Shelf - H 2014
Courtesy of Violet Grey

Violet Grey Shelf - H 2014

Case, who comes from Estee Lauder, will join the L.A.-based beauty e-commerce-meets-content brand to lead its domestic and global expansion strategy.

Beauty entrepreneur Cassandra Huysentruyt Grey announced on Wednesday that her two-year-old business Violet Grey (Grey is founder and CEO) has hired Maureen Case as the company's first president, created in response to the swift growth of the distinct L.A.-based brand with its unique point of view in high-end beauty.

Case, who begins her role on July 1, is no stranger to the beauty biz: She joins Violet Grey after a tenure at The Estee Lauder Companies where she held multiple leadership roles, including president of Jo Malone London and VP of marketing at Estee Lauder. In her new role, she will lead Violet Grey's domestic and global expansion strategy, with a stronger presence on the site of storytelling content and ecommerce, bumping up the brand's curation of makeup, skincare, fragrance and hair supplies.

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"Maureen is not just an accomplished leader with a proven track record, she is that rare breed of seasoned corporate executive and forward-thinking entrepreneur," says Grey, the wife of Paramount's Brad Grey. "She has the necessary ingredients we need to grow Violet Grey to the next level." The 20-year-old veteran calls Violet Grey's business "a new standard in luxury beauty," combining "Hollywood, tech, beauty and fashion."

In addition to selling makeup products online and in its Melrose Place boutique, Violet Grey also produces gorgeous editorial shoots, having photographed and profiled the likes of Kristen Wiig, Emily Blunt, January Jones and Eva Mendes, to name a few. And its beauty content coverage comes with a very distinctly Hollywood insider's point of view, with many of the entertainment industry's top hair and makeup artists contributing - like Bobbi Brown, Pati Dubroff, Cervando Maldonado, Jenny Cho, The Streicher Sister, Serge Normant and many many others.

It will certainly be interesting to observe how this Hollywood hybrid of high-end beauty e-commerce, brick-and-mortar and strong content moves to a new phase as there really is nothing like it anywhere.