Luxury perfume and cosmetics label Guerlain, owned by the LVMH group, announced on Friday the appointment of French makeup artist and influencer Violette Serrat as creative director of makeup creation. Serrat has left her mark on the industry, gaining recognition in the United States as a French woman within just a few months of moving there on a whim in 2015. She has since attracted a number of followers across social media — namely 400k followers on Instagram — as well as on her YouTube channel where she shares makeup tutorials and beauty snapshots.

Through her career, she has had stints at La Mer and Dior as a makeup designer, and more recently with Estée Lauder, where she held the post of global beauty director at just 33 years old. Meanwhile, her portfolio is filled with thousands of images from collaborations with renowned magazines including Vogue, Harper’s Bazaar, W Magazine, T Magazine, Dazed, Teen Vogue and Elle. Finally, most recently, she launched her own line of makeup in April 2021, Violette_FR.

“I’m so happy to be joining an iconic House with such a rich heritage, where I can pass Guerlain’s values in makeup on to a new generation and share it with those who, no matter their gender, celebrate beauty today and will celebrate it tomorrow,” said Serrat, of her new partnership in a statement.