Jamie Genevieve

Jamie Genevieve is a Scottish makeup artist, digital creator, and the founder of the high-growth beauty brand VIEVE. [6][7][8][9] She began her career working at beauty counters for brands such as Estée Lauder and Illamasqua in Glasgow before achieving international prominence through her makeup tutorials on YouTube and Instagram. In 2020, she launched VIEVE with a focus on high-performance, vegan, and cruelty-free products that bridge the gap between professional artistry and accessible everyday use. The brand has achieved significant commercial success, securing a £9 million investment in late 2025 to fuel international expansion into markets including the United States. [6] Genevieve is a recognized leader in the beauty sector and serves as an advisory board member for the British Beauty Council. [7][10] Her professional accolades include being named to the Forbes 30 Under 30 Europe list in 2023 and receiving the Vogue Beauty Influencer Mogul of the Year award. She continues to influence the industry through mentorship initiatives and her commitment to community-led brand development. [7]