Scottish make-up artist and influencer Jamie Genevieve has raised £9million for her cosmetics brand Vieve to support UK and international expansion and new product development.
The deal is understood to value the business at more than £20million. The funding includes £7million from private equity firm Piper, which has backed women-led brands such as Borough Broth and Neom Wellbeing.
Founded in 2020, Vieve has rapidly established itself as one of the UK’s fastest-growing independent beauty brands after Genevieve, 32, spotted a gap in the market.
The brand recently completed a hugely successful pop-up at Union Square in Aberdeen and Genevieve also appeared at the Ultimate Masterclass Festival, run by Aberdeen & Grampian Chamber of Commerce, earlier this year.
The brand’s products are used by professional make-up artists and have attracted fans including Claudia Winkleman, Dua Lipa and Nicole Kidman. Sales rose to £6.5million in 2024 and are forecast to reach £10million in 2025.
Genevieve said her story resonates with young women: “I am just a normal girl. I grew up in a tiny wee village in Scotland in a council flat. I watched my mum work her arse off to get us out of that council flat and into a house, and then started on make-up counters.
“I suppose I am quite scrappy and ambitious as well, so I think there’s a lot of my story that customers can relate to more than some of the brands in the industry.”