THE WHAT? YouTube star Violette Serrat is said to be the next Creative Director of Make-up at LVMH-owned Guerlain, according to a report published by WWD, quoting industry sources.

THE DETAILS Serrat will succeed Olivier Echaudemaison, who has headed up the brand’s colour cosmetics NPD for the past 21 years and is credited with modernising the brand, ushering in key pillars such as Kiss Kiss and Rouge G as well as expanding the Terracotta range.

THE WHY? Make-up Artist Serrat launched her own line, Violette_FR, this spring. The collection, which comprises 11 products spanning fragrance oil to red lipstick and hydrating mist, features several sell out units and reportedly hit its sales goal for the first month on the first day of trading.  Presumably LVMH is hoping that a little of that magic will rub off on the French stalwart.