In a remarkable business success story, Scottish social media influencer and makeup artist Jamie Genevieve has secured a major £9 million investment to fuel the global expansion of her cosmetics brand, Vieve.
From Glasgow Counter to Multi-Million Pound Brand
The 32-year-old entrepreneur's journey began just five years ago while she was working on a beauty counter at Debenhams in Glasgow. By sharing easy-to-follow makeup tutorials online, she amassed a huge following, attracting attention from major brands and celebrity clients like Rihanna and Drew Barrymore. This digital foundation paved the way for her to launch her own vegan and cruelty-free makeup range in 2020.
Vieve has experienced impressive financial growth, with revenue rising from £6.5 million in 2024 to a forecasted £10 million for 2025. A previous minority stake sale in November 2022 raised £5.5 million, demonstrating consistent investor confidence in the brand's vision and performance.
Securing the Future: A £9 Million Investment Boost
The new £9 million funding round was led by venture capital firm Piper, which invested £7 million. Additional capital came from existing partners Venrex, Pembroke VCT, and Active Partners. Genevieve stated that her goal was always to create a people-first makeup brand. "I couldn’t be prouder of what we’ve achieved over the past five years," she said, expressing delight that Piper was joining as a partner for Vieve's "next chapter."
The capital injection will be strategically used to:
- Expand Vieve's physical retail presence internationally, following the success of a recent pop-up store in Glasgow.
- Advance product innovation within the brand's vegan and cruelty-free ethos.
- Strengthen the senior leadership team, including the appointment of Julian Granville, former chairman of Monica Vinader, as Vieve's new chairman.
Building a Household Name in Modern Beauty
Dan Stern, a partner at Piper, highlighted Vieve's unique position "at the intersection of artistry and community." He praised Genevieve for building "a brand with real purpose" and sees "huge potential to grow Vieve into a household name, leading the conversation around modern beauty and self-expression."
Genevieve, who grew up in a council flat in Tillicoultry, Clackmannanshire, now balances her role as a business owner with motherhood, having welcomed a daughter in 2023. She continues to engage her online community of over two million followers with weekly social media content, often created with her husband Jack. Her rise has also been documented in two BBC Scotland documentaries.
With this significant investment, Vieve is poised to transition from a digitally-native success story to a formidable international player in the competitive beauty industry.
