Award-winning make-up brand Vieve secures £5.5 million to transform the cosmetics industry


VIEVE, the award-winning make-up brand founded by Jamie Genevieve which is transforming the cosmetics industry, has secured £5.5 million in a Series A round of funding which, among other things, puts the brand in an even stronger position to accelerate growth both locally and globally. Led by VIEVE’s seed partner Venrex [early-stage investor in Charlotte Tilbury] with some of the investment coming from its British Fashion Council fund launched earlier this year, the round was supported by Pembroke VCT, Active Partners and Samos.

Jamie Genevieve, make-up artist and digital creator, launched VIEVE in November 2020, with a contemporary digital first approach pushing the boundaries of the ecommerce, social and beauty
landscape. Created from artistic passion, VIEVE is a versatile, purposeful brand which caters to all ages, races and genders. With a mission to empower and encourage all make-up wearers with its inclusive range.

Known for its luxurious formulas, powerful pigments and modern approach to beauty, VIEVE is fuelled by meaningful connections with its community, often attributed to Jamie’s accessibility, grounded nature and the mutual respect she shares with her loyal followers [over 3 million] which pulses through the brand. Jamie’s proximity to her own followers and VIEVE’s customers allows her to understand what they want and helps her create make-up for everybody.

At the heart of VIEVE is a dynamic and passionate team led by CEO Emma Dawson, a beauty industry expert with significant experience at L’Oréal LUXE where she left in 2017 to set up her own
Communications agency prior to taking on her role at VIEVE.

VIEVE has grown quickly from a select range of high-performance staples to a considered portfolio for both everyday wear and artistry, with key retail partners such as Harrods, Cult, SpaceNK, Brown Thomas. It now plans to extend its product offering to appeal to more customer needs and launch into new markets with the US and Australia being initial focuses.

Jamie Genevieve, Founder and Chief Creative Officer of VIEVE said: “I’m incredibly proud of what the whole team has achieved to date at VIEVE. For me VIEVE has always been bigger than just another cosmetics brand, it’s an opportunity to empower all makeup wearers and truly celebrate community, creativity and passion for beauty. This round of investment gives us the opportunity to take VIEVE further onto the global stage, with partners we trust who have supported us since the start. I feel a responsibility to the beauty community to ensure VIEVE is delivered to give each person the best experience possible tailored to their uniqueness.”

Emma Dawson, CEO of VIEVE added: “This round of investment gives us the opportunity to build on our success to date and to put the plans we’re making to broaden VIEVE’s focus from both a product development and distribution point of view firmly into place. The investment will also be used to build on the existing expertise within our team as well as further develop products in both makeup and adjacent categories. In my career to date, I’ve never come across brand with such an extraordinarily close proximity to its consumer. It’s part of our DNA and is a key element of how VEIVE is redefining the rules of success for a modern cosmetics brand.”

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