The Big Interview with VIEVE
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Born in Glasgow, stocked in Sephora and worn by some of the world’s most recognisable faces, VIEVE has become one of the most exciting beauty brands to emerge from Scotland in years. We sat down with the team to talk Scotland, weddings and what comes next.
Founded in 2020 by Scottish makeup artist Jamie Genevieve, VIEVE was built on the simple but powerful idea that makeup and skincare should work together – rather than against each other.
What began as a passion project (rooted in Jamie’s years working makeup counters in Glasgow, and the social media following she built along the way) grew into a global brand. VIEVE is stocked at Sephora, Space NK and Cult Beauty, with a flagship store in Glasgow and a community of devoted customers who genuinely love what they wear.
The name says it all. VIEVE means ‘full of life,’ and that energy runs through everything – from the formulas to the way the brand shows up in the world.
YSW: VIEVE has a strong connection to Scotland through Jamie’s roots and the Glasgow store. How does that Scottish identity show up in the brand?
The foundation is rooted in where we started. While we’re a global brand, we’ve always stayed connected to our beginnings. That comes through in the way we approach the business. Like the Scottish nature, we try to remain down to earth, warm and approachable. And we want people to feel welcome wherever they interact with the brand. We reflect those values in everything we do, from how we work internally to how we show up in the world.
YSW: The Glasgow store has become more than a retail space with masterclasses, exclusive products and local residencies. What makes it different from a typical beauty retail experience?
It was always designed to be much more than somewhere to shop. We wanted it to feel like home; a space where customers can experience the brand in a much more immersive way, whether that’s through makeup appointments, community events or artistry-led masterclasses. Education has always been central to the brand, so the store gives us an opportunity to have real conversations with our community, help people build confidence in makeup and create experiences that stay with them long after they leave.
YSW: What does the Scottish market mean to VIEVE and how does the brand’s Glasgow home shape its identity?
Scotland will always play an important role in our story. Having that presence in Glasgow keeps us closely connected to our community and gives us a place to bring the brand to life through events, education and experiences. As we’ve expanded internationally, we’ve been careful to retain the authenticity and sense of community that have been part of VIEVE since the beginning.
YSW: What would your advice be to brides thinking about their wedding makeup. Where do they start and what are the most common mistakes?
Start by thinking about how you wear makeup in everyday life and build your look from there. One of the biggest mistakes is trying to become someone else on your wedding day. You should still look like you, just elevated. A look that makes you feel most confident.
YSW: Which VIEVE products would you reach for on a wedding morning, and why?
I always use Skin Nova Primer on a wedding day. It creates a smooth, hydrated base that helps makeup apply beautifully while giving the skin a naturally radiant finish. I also always reach for Skin Dew. It’s the perfect finishing touch for bridal makeup, giving the skin a soft, natural-looking glow that catches the light beautifully in both real life and photographs.
YSW: The wedding day is long. What’s your advice for makeup that genuinely lasts?
Long-lasting bridal makeup starts with good skin prep and priming, and Skin Nova creates the perfect base. Using a setting powder like Modern Powder Perfector to lock everything in place, followed by Invisiveil Setting Spray, helps your makeup stay fresh from the ceremony through to the last dance. Also, carry your lip combination and blotting paper for quick touch-ups throughout the day.
YSW: What’s your advice for bridesmaids and the wider bridal party when it comes to coordinating looks without being too matchy-matchy?
Keep everyone’s makeup cohesive rather than identical. A shared colour palette or overall style creates a polished look, while tailoring the makeup to each person’s skin tone, features and preferences ensures everyone feels comfortable and confident. The best bridal party makeup enhances each individual while still complementing the bride and the overall feel of the wedding.
YSW: Makeup trials: how important are they and what should brides be asking?
A makeup trial is an important part of wedding preparation. It allows you to work with your artist to create a look that feels right, while testing how it photographs and wears throughout the day. Use the appointment to discuss your inspiration, skin type, product choices and any questions or concerns you have.
YSW: VIEVE recently got investment to fuel its next phase of growth. What does the next chapter look like?
The investment gives us the opportunity to accelerate what we’ve been building, from looking at new markets like the US and growing our retail footprint to continuing to invest in product innovation. At the same time, we’re focused on protecting what makes VIEVE special. Growth is important but we want to do things our VIEVE way. We’re committed to maintaining the quality of our products, our artistry-led approach and the close relationship we’ve built with our community as we continue to scale.
YSW: What has the brand achieved that it’s most proud of? And what does it still want to do?
Building our brand in some of the UK’s biggest beauty retailers in such a short space of time has been a huge milestone. But what we’re most proud of is building a brand that people really trust. Seeing customers return to VIEVE, show so much love to our products and become part of the VIEVE world is what matters most. Looking ahead, there’s still enormous opportunity. We want to continue growing internationally, introduce more people to the brand, keep innovating and create even more opportunities to connect with our community. We’re proud of what we’ve achieved in five years and we can’t wait to see what’s still to come.
“You should still look like you, just elevated.”