In a stunning rags-to-riches story, a Scottish makeup influencer has seen the brand she launched from her council flat kitchen soar to a valuation exceeding £20 million.
From Glasgow Counter to Global Brand
Jamie Genevieve, 32, founded her cosmetics line, Vieve, in 2020 after cultivating a massive online following with her accessible makeup tutorials. The Glasgow-born entrepreneur's journey began far from the boardroom, while she was working behind a beauty counter at Debenhams and sharing content on Instagram and YouTube.
Her relatable style quickly won her a loyal audience and even celebrity admirers like actress Drew Barrymore. This digital foundation proved to be the springboard for her future business empire.
Building a Beauty Powerhouse
The brand's remarkable growth has been fuelled by significant investment. A recent funding round secured £9 million, including £7 million from private equity firm Piper, pushing Vieve's total valuation past the £20 million mark. This follows a previous deal in 2022 where a minority stake was sold for £5.5 million.
Vieve has rapidly become a major player in the competitive beauty industry. Its products, including lipsticks retailing at £21, are now stocked in luxury department store Harrods. The company marked a key milestone with the opening of its first standalone store in her hometown of Glasgow.
Family Support and Unconventional Path
Genevieve built the initial business from home with the crucial support of her husband, Jack McCann, who left his job as a bricklayer to become her video editor. She credits her upbringing in a small Scottish village for giving her the confidence to forge her own path.
"I was constantly told by my parents that I could do anything that I wanted," she told The Times. "So I never felt like I was letting anyone down by not going to university or by becoming a make-up artist."
Her success has earned her a place on the prestigious Forbes’ 30 Under 30 Retail and E-commerce Europe list in 2023. As part of the latest investment, Julian Granville, chair of fashion brand Boden, has been appointed chair of Vieve.
A Message of Hard Work and Ambition
Reflecting on her extraordinary journey from a council flat to running a multi-million pound company, Genevieve emphasises grit and determination. "If you really, really want it, and you work really, really hard - you’ll get it. I really believe that," she said.
She acknowledges her story resonates with many young women. "I am just a normal girl... 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." For Jamie Genevieve, the path to a £20 million beauty empire was one she carved out for herself, proving that with passion and perseverance, remarkable success is within reach.
