In Conversation With Kate Klobe From Violet Grey

There's one envelope-pushing name in the beauty industry that evokes luxury, fearlessness, and cool all at once: Violet Grey. We chatted up the publisher-retailer hybrid's director of content strategy, Kate Klobe, to learn more about the company's magic.


"I worked at Fred Segal in Santa Monica from 1989–1993 in the makeup, skin care, and fragrance department. Each department was a privately owned store, and I remember that a competing department was carrying M·A·C. I was extremely curious to know what this new line from Canada was all about—I'd heard it was started by makeup artists and [designed] for makeup artists. I hurried down to check it out. Naturally, I gravitated right to the red lipsticks and picked up the brightest, most matte one in the bunch. The salesgirl told me that it was Russian Red, and that #Madonna loved it. I bought it right then and there and never looked back!" @gregoryarlt and ten other artists share the first time they fell for @maccosmetics. Read them all via link in bio and share your first memories with the brand below.

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If you have any sort of beauty-related question, Violet Grey will have your answer. The website is a treasure trove of skincare tips, celebrity interviews, and expert advice from industry authorities. And if you want to shop any of the products you read about on its pages, you won't have to go very far: the publisher is also a retailer of premium beauty and wellness, only approving merch that passes the rigorous Violet Code scrutiny.

Needless to say, Violet Grey is a power player in the aesthetics arena, and like any good modern magnate, the company prioritizes Instagram as its main visual channel. In the words of director of content strategy Kate Klobe, the social media marketing tool is the brand's "most compelling and crucial consumer touchpoint."

It's apparent at first glance: one look at the Violet Grey Instagram account immerses the viewer into an elevated world of aesthetics illustrated by boundary-bending imagery. Beauty and social media are a perfect match, there's no doubt about it. Highly visual channels like Instagram are ideal for broadcasting a creative point of view—but it's not to say that data has nothing to do with it.

As a matter of fact, it's necessary for devising game-changing tactics and to understand how to engage audiences. Violet Grey's team is able to plot a course for social questions and conundrums that arise with the help of the Dash Hudson Instagram platform. With its assistance, Kate is able to craft thoughtful, multi-faceted strategies that ensure Violet Grey shines among the pack of Insta beauty brands.

Kate and her team use Dash Hudson to reinforce their Instagram strategy every step of the way, from content creation to revealing other untapped Insta potential. The DH platform provides more than social media tips and tricks for Violet Grey's team to apply, it also helps guide all of Kate's efforts to cultivate the brand's visual narrative on the channel.

To get a glimpse into Violet Grey's behind-the-scenes, we sat down with Kate to ask her some burning social media marketing questions and maybe also about her Instagram guilty pleasure. 😇

Check out the video interview below!

Time to go follow Violet Grey on Instagram if you don't already.


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