THE WORLD OF POIRET
Inspired by the creative milieu of the couturier Paul Poiret, a new beauty house makes its debut exclusively at VIOLET GREY. It’s an opulent exercise in getting dressed—here in the guise of high-performance skin care.
Written by LAURA REGENSDORF
Photography by BEN HASSETT
The name Poiret is synonymous with wearable flights of fancy from the early 20th century: dropped-waist dresses, sumptuous opera coats, harem pants and kimonos calling to mind adventures well outside Paris. The couturier Paul Poiret drew inspiration from far-flung cultures as well as the Ballets Russes. As a result, his designs communicated a modern sense of expression and movement, with the body newly liberated from the petticoat and corset. To him, dressing in splendor transcended clothing, and by 1911 he launched a pioneering fragrance house that would in time encompass potions for the skin and hair. Given his interest in the botanical world and his predilection for elaborate garden parties, the emblem of his house was fittingly a rose, drawn by the artist Paul Iribe.
More than a century later, Poiret returns—this time reborn as a luxury beauty house, with the original spirit of innovation and lived-in opulence. Here, a global sensibility plays out in the palette of skin care ingredients: antioxidant-rich bamboo root and wild ginseng extract alongside restorative white rose, a nod to the couturier that is backed by stem cell science.
The seven-piece skin care range—which first launched in Asia and makes its US debut exclusively at VIOLET GREY—presents a new mode of getting dressed. First comes the signature two-step cleansing ritual: a modern reimagining of a classic cold cream, with a melting formula featuring rosehip oil and ginger extract, followed by a proprietary glycerin soap made with pore-refining orris root. A suite of infusions and serums work to strengthen and renew the skin and eye area. The capstone is the Absolift Crème—enveloping and decadent—which is designed to restore elasticity, smooth lines, and deliver lasting hydration.
It’s a legacy built around sumptuous ease—grounded in impeccable craftsmanship as well as a sense of audacious possibility. Poiret, a canny storyteller, put it well: “The House of Poiret is at the service of women and their secret ambitions.” As are we.
Creative Direction: CASSANDRA GREY
Talent: KRISTEN COFFEY, ELIZABETH SULCER
Makeup: FULVIA FAROLFI
Hair: JENNY KIM
Nails: ALICIA TORELLO
Stylist: ELIZABETH SULCER
Set Design: DAMIEN VAUGHAN SHIPPEE
Creative Team: MELISE REVSON, VICEN AKINA, RACHEL GORDON
Production: VIEWFINDERS
Producer: MAX BONBREST
