Case Study: VIOLET GREY achieves celebrity-proof scalability and 16% faster site load times with Rackspace Technology

VIOLET GREY Brings Hollywood Beauty to the Masses

VIOLET GREY is a Hollywood-based luxury content-and-commerce beauty destination that pairs editorial storytelling with a tightly edited selection of prestige products and celebrity collaborations. The company faced a unique scaling challenge: editorial moments featuring high-profile stars (for example, a Kim Kardashian cover story) could generate traffic spikes comparable to Black Friday, while the team lacked a dedicated operations group and felt their in-house ecommerce platform couldn’t scale reliably.

To solve this, VIOLET GREY migrated devops and back-end operations to Rackspace and adopted ObjectRocket Redis, with Rackspace staff working closely to benchmark and “bullet-proof” the site before major releases. The result: the site handled celebrity-driven traffic spikes with zero downtime, then scaled back down smoothly; site load times dropped about 16%, legacy-app costs fell roughly 15–20%, and the team gained reliable 24/7 support and confidence in rapid scaling and troubleshooting.

VIOLET GREY

Ali Khan

Vice President of Technology