VIEVE becomes Official Supporter of Glasgow 2026 Commonwealth Games

Scottish beauty brand VIEVE has been named an Official Supporter of the Glasgow 2026 Commonwealth Games, marking a partnership with one of Scotland’s biggest sporting events in the brand’s home city.

As part of the partnership, VIEVE will supply makeup for the artists working across the Games’ 600 cast members, while also providing dedicated support to Team Scotland and offering product sampling opportunities at netball matches throughout the competition.

The brand will also transform its Glasgow flagship on Buchanan Street into a hub for fan and community activity during the Games, with further details of its in-store activations set to be announced soon.

For VIEVE, the partnership provides an opportunity to showcase its Scottish identity to an international audience while supporting athletes, performers and spectators throughout the Games.

Founded in 2020 by professional makeup artist Jamie Genevieve, VIEVE has built its reputation around artistry-led beauty products while embracing its Scottish roots through its branding, community and retail presence.

The Glasgow 2026 Commonwealth Games will take place from 23 July to 2 August, marking the second time the city has hosted the international multi-sport event following the 2014 Games.

Jamie Genevieve, Founder of VIEVE, said: “Glasgow’s my home and VIEVE has been proudly Scottish from day one, so when the Games said they were coming here this summer, we had to be a part of it.

“Seeing VIEVE up there as an Official Supporter in the city where it all started is a proper pinch-me moment – I couldn’t be prouder.”

The partnership reflects a broader shift in the beauty industry, with beauty players increasingly using sponsorships and experiential activations in major sporting and cultural events to build connections with consumers beyond traditional retail, aligning themselves with moments that create community engagement and brand visibility.