<!–
<!–
<!–
<!–
<!–
<!–
She gone from selling make up in a department store to developing a multi-million pound beauty brand in just five years.
And now social media influencer Jamie Genevieve has landed a £9million investment to help open more of her own Vieve beauty brand stores around the world.
The 32-year-old make up artist, whose celebrity clients include Rhianna and Drew Barrymore built up a huge following online with easy-to-follow make-up tutorials sharing tricks to achieve her signature look.
She was working on a beauty counter at Debenhams in Glasgow when she started posting on Instagram and YouTube and brands soon got in touch asking her to plug their products.
Jamie launched her own range in 2020 and in November 2022 sold a minority stake in the business for £5.5million.
She has now secured a further £9million in investment from a string of private equity groups to expand the business.
Venture capital firm Piper has invested £7million in Vieve and further funds were supplied by existing partners Venrex, Pembroke VCT and Active Partners.
The money will allow the brand, which promotes veganism and cruelty-free products, to expand internationally and open new stores following the success of its recent pop-up in Glasgow.
Scotland’s Make-Up Queen Jamie Genevieve
Jamie, who has now become mum to daughter Romy, with US superstar Rhianna
Since launching Vieve has achieved impressive growth, with revenue rising from £6.5million in 2024 to a forecasted £10million for 2025.
Genevieve, who was brought up in a council flat in Tillicoultry, Clackmannanshire, said: ‘When I started Vieve, my goal was to create a makeup brand that puts people first.
‘I wanted everyone who interacts with Vieve, whether through our products, content or in-store experiences, to feel seen, supported and confident.
‘I couldn’t be prouder of what we’ve achieved over the past five years, growing an inspiring community of makeup lovers and professionals.
‘Piper have been supporting us from the sidelines for a while and with our exciting growth plans, I’m delighted they’re joining us as a partner, bringing such valuable support to Vieve’s next chapter.’
The new funding will also be used to advance product innovation and strengthen Vieve’s senior leadership team. As part of this next phase, Julian Granville, executive chairman of Boden and former chairman of Monica Vinader, will join the business as chairman.
Dan Stern, partner at Piper, said: ‘Vieve is perfectly positioned at the intersection of artistry and community.
‘Jamie has built a brand with real purpose that gives women industry-leading products and education to fuel their wellbeing and joy in make-up.
‘We see huge potential to grow Vieve into a household name, leading the conversation around modern beauty and self-expression.’
Genevieve, who has more than two million followers online, posts a weekly social media video with the help of her husband Jack, who works with her, editing, filming and taking pictures.
Cameras also followed her for two documentaries called Jamie Genevieve Unfiltered and Jamie Genevieve: Great Indoors, which were shown on the BBC Scotland channel.
She and husband Jack tied the knot in 2019 in a stunning ceremony in Tuscany and she gave birth to a baby daughter in 2023.
