Credit: GettyMake-up entrepreneur Jamie Genevieve is celebrating her latest achievement after securing £9 million for the cosmetics brand she established in her council flat.
The glamorous influencer from Glasgow boasts a large following who praise her straightforward tutorials and even counts Drew Barrymore among her celebrity clients.
Jamie has risen to prominence as a successful businesswoman.
The Vieve brand is highly regarded.
She began her journey working at a beauty counter in Debenhams in Glasgow while sharing her content on Instagram and YouTube.
Now, her company Vieve, which recently launched its first standalone store in Glasgow, is valued at over £20 million following this latest investment.
Founded in 2020, she earned a place on the Forbes 30 Under 30 Retail and E-commerce Europe list for 2023.
At 32, she left her retail job to concentrate fully on her social media presence while traveling globally to promote her brand and products.
She initially set up a studio at her kitchen table, and her now-husband Jack McCann left his job as a bricklayer to become her editor.
Companies soon reached out to her for endorsements, and her products are now available at Harrods, including £21 lipsticks.
Taking her success further, Jamie sold a minority stake in Vieve for £5.5 million in 2022.
The new funding includes £7 million from the private equity firm Piper, which has supported other rapidly growing women-led brands such as Borough Broth, founded by Ros Heathcote, and Neom Wellbeing, co-founded by Nicola Elliott.
As part of this investment, Julian Granville, chair of the fashion brand Boden, will also chair Vieve.
Reflecting on her success, Jamie previously stated: “If you truly want something and are willing to put in the hard work, you will achieve it.
“I firmly believe that. While circumstances do play a role, if it’s something you love and are prepared to work exceptionally hard for, there’s no reason you can’t attain it.
“Growing up, my parents constantly encouraged me to pursue whatever I desired.
“This didn’t mean I had to become president; it meant I could achieve anything I set my mind to. There was nothing beyond my reach—it was about who I am and what I want.
“I never felt I was disappointing anyone by not attending university or by choosing to be a makeup artist.
“I’m sure some people might be let down that their daughter chose to pursue makeup artistry.”
She continued: “I wanted to create my own brand for nearly a decade before I actually did it, and it certainly wasn’t handed to me.
“I had to work diligently for it to come to fruition.
“There were certainly factors that aided my journey, particularly the support from my viewers, but this path was not laid out for me.
“I had to forge that path on my own.
“So if you truly desire something and are willing to work hard, there is no reason you can’t achieve your goals.”
Frequently Asked Questions
What inspired Jamie Genevieve to start her own makeup brand?
Jamie was inspired by her desire to create her own brand for nearly a decade, fueled by encouragement from her parents and her passion for makeup.
How did Jamie Genevieve achieve her success?
Her success can be attributed to her hard work, dedication to her craft, and the support of her followers, which helped her grow her brand and secure significant investments.
What is the current value of the Vieve brand?
As of the latest funding round, the Vieve brand is valued at over £20 million.
Eze Chidiebere Paul
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