THE FIVE-MINUTE INTERVIEW
WITH JAMIE GENEVIEVE, FOUNDER OF VIEVE AND EXPERT MAKEUP ARTIST
Hello, Jamie. Nice to meet you. Are you expecting a busy festive spell?
Lovely to meet you too. The festive season is always a busy one, which I love – both in business and at home with family.
Your rise to prominence began on YouTube with your beauty content. What was it that spoke so well to your community and drove such amazing growth?
I think it was the realness. I would just stick the camera on and talk the way I do with my friends, always about products I genuinely loved and cared about. The common threads that connect us all – the books we read, the food we eat, the places we visit – are pretty special. I was, and still am, just a normal girl who’s been lucky enough to do some amazing things.
You’re from Tillicoultry and went to Clydebank College to study makeup artistry. What prompted that?
I moved to Glasgow while I was still in school, which I’m really grateful for, though I’m glad I had that time in the countryside growing up. I found makeup artistry a little later in life when I was studying another art course. I fell in love with it straight away and applied to college and makeup counters so I could make beauty my whole world.
What made you pivot from working on the Estée Lauder counter to creating your own content at home?
Social media was still quite new, especially Instagram. I loved doing makeup on myself and others, so I’d take photos and post them online every day. When people started to find me and follow along, I was beyond excited – it really felt like the start of a community.
How surprised were you when it became successful?
Completely. I had zero expectations. It didn’t even feel like this could become a career – especially for a young girl from Scotland. I just posted because I loved it. I couldn’t believe people were taking the time to watch, engage, and support what I was doing.
What made you decide to create your own beauty brand in 2020?
My dream was to create a brand, though it took me a while to truly believe I could do it. My experience on the shop floor and the insight I gained from my community gave me everything I needed to create products that would help people feel their best. I wanted to make makeup that works for everyone.
How challenging has that journey been, and how has it been funded?
Parts of the journey at VIEVE have felt natural and intuitive, while others have pushed me far outside my comfort zone. I love everything creative and customer-focused – product, visuals, brand, education, artistry – that’s where my passion lies. Learning to navigate the business side was a challenge, but I’ve learned that surrounding myself with the best team allows us all to thrive together.
You’ve had rave reviews in the best fashion publications. What’s pleased you most about your success?
I think I’ve kept a copy of every magazine we’ve ever been featured in. There have been so many ‘pinch me’ moments, and I’m so grateful for them all. Having our own space in retail stores has been especially meaningful – it’s the full circle moment. I started on the makeup counter, and now I’m back on the shop floor with my own brand. It’s the stuff of dreams.
What have you learned about being an entrepreneur?
So much. It’s been the biggest period of personal growth I’ve experienced outside of becoming a mum. The biggest lesson has been learning to trust myself – no one knows my business or my customer the way I do. My intuition has become my best guide.
What excites you about the future for yourself and VIEVE in 2026?
VIEVE has just turned five, and it feels like we’re moving out of the toddler phase. The business and the team are ready to scale in a meaningful, impactful way, always keeping our community and customer at the heart of everything we do.
