VIEVE has raised £5.5 million in Series A funding to accelerate its growth and expansion in the cosmetics market.

Target Information

VIEVE is an innovative make-up brand founded by Jamie Genevieve, a renowned make-up artist and digital creator. Launched in November 2020, VIEVE is revolutionizing the cosmetics industry with its digital-first approach and commitment to inclusivity, catering to a diverse customer base across all ages, races, and genders. The brand is recognized for its luxurious formulas, strong pigments, and above all, its meaningful connection with its community, largely attributed to Jamie's approachability and engagement with her following of over 3 million.

VIEVE has rapidly evolved from offering a limited range of high-performance beauty essentials to developing a broader portfolio suitable for everyday use and professional artistry. The brand is already establishing partnerships with key retailers such as Harrods, Cult, SpaceNK, and Brown Thomas, and is set to expand its product offerings and enter new international markets, particularly targeting the US and Australia.

Industry Overview

The cosmetics industry in the UK is robust and continuously evolving, driven by changing consumer preferences and the growing influence of social media. The demand for beauty products has significantly risen over the years as consumers seek personalized solution