VIEVE

About VIEVE

VIEVE is a direct-to-consumer beauty and cosmetics brand founded by Scottish makeup artist and influencer Jamie Genevieve. The company offers a wide range of makeup and skincare products, including cosmetics for eyes, lips, and face, all of which are vegan and cruelty-free.

Originally launched with a focus on high-performance makeup, VIEVE has expanded its product line to over 250 items and now includes beauty clothing and accessories under the label 'VIEVE The Label'. The brand primarily targets the modern consumer who values quality and ethical production, leveraging its founder's significant online presence to build a strong community and drive sales.

The company operates in the competitive cosmetics industry, differentiating itself through its founder's story and a strong data-driven approach to customer acquisition and marketing. VIEVE has successfully raised capital to fund its growth, including a £5.5 million Series A round, indicating investor confidence in its business model and expansion strategy. The business model combines e-commerce sales through its own website with strategic retail partnerships and pop-up shops to enhance brand visibility and customer engagement.