Violet Grey's April Uchitel: Creating connections is the power of content

Since its launch in 2012, Violet Grey has made a name for itself among multi-brand beauty retailers, thanks to a carefully curated selection of products that helps consumers cut through the clutter and get straight to the good stuff. As the company continues to grow and develop its offering, it's making a big push toward content and storytelling, to help consumers learn what Violet Grey is and what it stands for, said CEO April Uchitel. In this week's episode of The Glossy Beauty Podcast, beauty editor Priya Rao sits down with Uchitel to discuss how Violet Grey differentiates itself from other retailers, how it's using editorial content to make luxury seem more accessible and how it's strategizing to build brand awareness.