Jamie Genevieve, Advisory Board member of the British Beauty Council, founded her namesake brand in 2020 and has since driven impressive growth.

Having cultivated a following of trusting makeup lovers on YouTube and other channels, she successfully built a brand characterised by high-quality products and a strong community.

Genevieve started her career on beauty counters, enabling her to build her artistry skills and learn the needs and wants of the consumer. Since then, she has played an active role in the brand since its inception – from formulations to marketing.

With support from Piper and its other partners, VIEVE is expected to expand internationally and open new doors following the success of its recent pop-up in Glasgow.

As part of this growth, it also plans to scale its VIEVE Pro artist community and it has started to build out its leadership: Julian Granville, Executive Chairman of Boden and former Chairman of Monica Vinader will join as Chairman.

On the news, Genevieve 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 has 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.’

Genevieve plays a key role in the British Beauty Council’s talent initiatives including spotlighting her career as part of the ‘Future Talent Programme’ and mentoring the next generation of beauty professionals via its ‘Student Shadow Board’.

Having charted her way from shop floor to CEO, Genevieve’s beauty career epitomises the opportunity offered by the beauty sector.