Violet Grey is elevating the luxury beauty shopping experience by melding the best elements of the beauty counter with the convenience of e-commerce. Known as “the industry’s beauty edit,” Violet Grey began with a search for the best eyelash curler. For the answer, the Company asked Hollywood’s leading artists and stars to test every eyelash curler against their rigorous standards. They tested on movie sets and red carpets — and once they learned which curler would make lashes curve and not crimp (Utowa, it’s from Japan), they moved on to mascara, lip stain, dry shampoo and everything else a girl needs in her cosmetic wardrobe. The result is a discerning curation of beauty products, tips and inspiration deemed essential by the industry experts who know best. Violet Grey’s digital shelves are lined with the best beauty products on the market, curated by its community of trusted make-up artists, hair stylists and stars.  The Company also has a flagship boutique located on Melrose Place in West Hollywood where customers can shop expertly curated beauty products and exclusive offerings.