Jamie Genevieve sells minority stake in Vieve

Sophie Smith

02 November 2022

Makeup artist Jamie Genevieve has sold a minority stake in her colour cosmetics brand Vieve for £5.5 million.

The stake was acquired by Active Partners, Venrex, Pembroke VCT and Samos Investments. Geneieve will keep a majority ownership stake in the beauty brand.

The £5.5 million round is expected to fund the brand's growth in international markets and the expansion of its team.

Inspired by Genevieve's passion for makeup and her own journey from beauty blogger to makeup artist, Vieve launched in 2020 with a range of vegan and cruelty-free cosmetics.

Today, the brand is known for its range of eye, lip and face products, with bestsellers including The Essentials Palette, Nova Glow Highlighter and Modern Matte Lipstick.

Commenting on the news, Vieve said: "Just ahead of our 2nd birthday, we are thrilled to announce that Vieve have secured £5.5 million in a Series A round of funding from investors Venrex, Pembroke VCT, Active Partners and Samos Investments."

Read TheIndustry.beauty's Brand profile: How influencer Jamie Genevieve created Vieve.