Beauty digital creator, and makeup pro, Jamie Genevieve has launched VIEVE.
Jamie Genevieve has launched her new makeup brand VIEVE, a beauty brand built on inclusivity. The beauty range has been backed by the investors behind Charlotte Tilbury (Venrex), and the communications agency Blanket London.
Image credit: @VIEVEmuse
“VIEVE IS BORN FROM AN INNATE PASSION FOR ARTISTRY AND A DEEP UNDERSTANDING OF THE POSITIVE IMPACT MAKEUP CAN HAVE. IT’S HIGH PERFORMANCE, ASPIRATIONAL YET ACCESSIBLE, CREATED BY MAKEUP PRO AND BELOVED BEAUTY DIGITAL CREATOR, JAMIE GENEVIEVE.”
Jamie launched her career in the industry at 18, on the Estée Lauder beauty concession in Glasgow’s Debenhams. After working on beauty counters, Jamie qualified as a make-up artist, where she then went on to give lessons and do wedding make-up. It was then that Jamie began posting on Instagram and gaining a following. Currently, Jamie has over 1.4 million followers on Instagram and over 950k on YouTube; the digital creator began teasing her new launch at the end of last week on the dedicated @vievemuse Instagram page, which already has over 89k followers.
Image credit: @VIEVEmuse
“I see it next to brands like Nars, Laura Mercier, Urban Decay and even Mac. It’s not drugstore — it sits in the accessible-luxury category.” – Jamie Genevieve, talking with Sarah Jossel about VIEVE
Jamie revealed that from February 2021 there will be a make-up launch dropping every month and confirmed plans for expansion into the US, Middle East, Australia and Ireland.
Shop VIEVE here.
Watch Jamie Genevieve and Sarah Jossel explore the range here.
