Jamie Genevieve sells minority stake in Vieve for £5.5m

By Alessandro Carrara | Published: 2-Nov-2022

Geneieve will retain a majority ownership stake in the Vieve beauty brand

Scottish make-up influencer Jamie Genevieve has sold a minority stake in her beauty brand Vieve for £5.5m.

The stake was snapped up by Active Partners, Pembroke VCT, Samos Investments and Venrex - the latter two were early investors in Charlotte Tilbury.

Geneieve will retain a majority ownership stake in the beauty brand, which was founded in 2020.

She originally began her career in the beauty industry working at a make-up counter at Debenhams in Glasgow.

During this time she began posting make-up tutorials on social media, and quickly amassed a large following online.

Geneieve has over 1.4 million followers on Instagram and her YouTube videos regularly achieve over 100,000 views.

Her products are also stocked with British beauty retailers Harrods and Space NK.

Vieve hosted a beauty pop-up between 23 March to 2 April in the heart of the capital’s Covent Garden district.

Customers were given exclusive access to the brand’s latest launch, new make-up brushes, as well as its colour heroes.

Following on from the success of Vieve’s first ever pop-up in founder Jamie’s hometown of Glasgow, Vieve is delighted to be opening its (temporary) doors for the very first time in London,” the brand wrote in a statement at the time.

“Jamie Genevieve’s renowned make-up brand Vieve will be brought to life in a luxurious space, where customers will be able to fully experience the brand first-hand.”

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