Jamie Genevieve's Vieve raises £9m to scale

Vieve, founded by Scottish make-up artist Jamie Genevieve, has secured £9 million in new investment to accelerate its next phase of growth, as it looks to expand internationally and deepen its retail and professional footprint.

The funding round is led by consumer brand specialist Piper, which has invested £7 million, with existing backers Venrex, Pembroke VCT and Active Partners also participating. Together, the investors are backing a brand that has combined professional artistry with an unusually engaged community since its launch in 2020.

Built on Genevieve’s background working at make-up counters in Glasgow, Vieve was conceived as an accessible, education-led brand focused on confidence rather than perfection. That ethos resonated with the audience she had already built across YouTube and Instagram, where she now reaches more than two million followers.

Its Glasgow pop-up store has further cemented its reputation as a destination for hands-on artistry, while the brand has also gained traction among professional make-up artists, including Katie Jane Hughes.

The business has scaled quickly with 45% generated through direct-to-consumer channels, 45% via retail partners including Sephora, Space NK and Cult Beauty, and a further 10% through experiential retail.

The new investment will be used to support international expansion, enter new retail doors, advance product innovation and strengthen Vieve’s senior leadership team. As part of this next phase, Julian Granville, Executive Chairman of Boden and former Chairman of Monica Vinader, will join the business as Chairman.

Jamie Genevieve, founder and Chief Creative Officer of Vieve, 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 have 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."