She's so Cult

She’s So Cult: Jamie Genevieve of Vieve

Every so often a brand enters the beautysphere and it *instantly* earns the attention (and affection!) of even the most discerning beauty disciples. {VIEVE} is that brand. After working with the beauty blogger for years, to say we were excited to launch VIEVE exclusively is the understatement of the year, which is why we couldn’t wait to catch up with Jamie – Founder and CEO – to get the inside-track on her succinct, easy-to-use and beauty editor-approved {make up} range!

{Cult Beauty} Hey Jamie! First things first, congratulations on the launch of VIEVE – we’re so excited to get our hands on it. Can you tell us a little bit about the brand’s beginnings? What’s Vieve’s story so far?

{Jamie Genevieve} I’ve had my heart set on having my own make up brand since I started working on beauty counters in Debenhams Glasgow just under 10 years ago. As a make up artist, I think you dream of having your own products to bring your passion to life. 

I started really focussing on creating VIEVE in the summer of 2018 and had originally thought it would be much smaller than it is today. As our ambitions grew, so did my belief that I could create a brand offering a wider range of products that people would really love. 

The Essential Collection that we’ve launched with is a selfish one! All the products are my everyday must haves to change up any make up look.

{CB} VIEVE is launching exclusively at Cult Beauty (eee!), can you tell us a bit more about your working relationship with us and why you chose to partner with us on this exciting new launch?

I’ve loved Cult and been a customer ever since the site launched. It’s my number one destination to buy beauty and I feel so fortunate to have worked with the brand on a number of occasions. As a result, it was my absolute first choice partner for VIEVE – there’s no-one I can think of that I’d rather have joined forces with at this stage. 

{CB} Can you describe VIEVE in just three words for us please?

Easy, wearable and high-performance.

{CB} What were the main objectives when creating VIEVE?

I definitely wanted to create something that could be enjoyed by everyone, combining high-performance formulas with products that make you feel your absolute best. Having trained as a make up artist and worked on make up counters, I loved listening to clients and customers talk about their love of make up and how amazing it made them feel. I knew I had to create products that helped people feel the same way. It’s all about the education for us and making sure people feel confident using their product.

{CB} When designing your forthcoming launches, how do you know when you’ve nailed it?

I think it’s probably when we’re all buzzing with excitement! It takes so long to formulate and test the products but when you get it right, it’s such an overwhelming feeling of “YES, we did it”. We’ve all been working from home for so long now that a lot of feedback is from the team on Zoom to each other, showing off products followed by “ooh’s” and “ahh’s”. When we’re all obsessed, I think that’s when we know.

{CB} Can you tell us which VIEVE product was the hardest one to formulate/develop?

From The Essential Collection, probably {The Essential Eyeshadow Palette}. This took the longest as the colours are so specific and the formulas had to be perfect. I really wanted to create a colour story of everyday go-to’s. Something that could lend itself to a whole range of looks – something that would be an ‘Essential’ in every make up bag! Our black shade ‘Goodnight’ was SO important to get right – it’s the first shade people check formulation wise. The formula of the palette is so important – we wanted our {shadows} to almost blend themselves, making application easy for everyone.

{CB} What’s the VIEVE product everyone should own?

I mean, I’m going to be biased and say all of them… but the thing that is probably the most universal is The Essential Eyeshadow Palette; you can’t go wrong.

{CB} Difficult question: Do you have a favourite product in the line?

You can’t have a favourite child! It changes every day for me, I’d have to say all of them (sorry).

{CB} Is there also an unsung hero within the range we really need to try and why?

Definitely our {Modern Lip Definer}. I think lip {liner} is underestimated! It’s such a transformative product and can either totally change the colour of your {lipstick} or can be used on its own, blended out with a balm or gloss – totally amazing.

{CB} Do you have techniques or application tips to maximise your products’ efficacy?

I love the educational aspect of make up, it’s so important! A few favourites for VIEVE products would have to be;

For longevity of lips, try applying your Modern Lip Definer all over lips before applying your Modern Matte Lipstick – it won’t budge!

For the shimmers in our Essential Palette, tap your brush into your shadow then spritz with your favourite setting spray – I love Urban Decay’s {All Nighter} for this – to intensify the shimmers and make them pop!

If you’re a bit frightened of a highlighter, try mixing {Nova Glow Highlighter} with a little bit of lip balm on the back of your hand and pat in to the high points of the face. You get the best ‘glass-like’ glow.

{CB} As we approach the festive season, can you share your go-to festive make up look?

I love to play around with bold eye and lip combo’s around the festive season. Our {Modern Matte Lipstick} in ‘Powersuit’ is the perfect statement lip, it’s the new ‘red lip’ for me!

{CB} When did you first fall in love with beauty/what was your product?

To be honest, I wasn’t that young girl who was obsessed by make up – I was actually a bit of a tomboy! I left school and went to college to do art. At the end of the course, I had friends who were preparing portfolios for fashion who needed someone to do the make up for their models. I said I’d have a go and I seemed to be quite good at it! Everything then happened quite fast – I got a job with Estée Lauder, got into college to study make up and met my now husband Jack all in a week! I do remember saving up my minimum wage pay to buy luxury make up for myself when I was 17 though, I always loved the way it made me feel.

{CB} If you could go back and give your younger self any piece of advice, what would it be?

Follow your passion. Work hard. Enjoy life.

{CB} And if we were to have access to your handbag for a rummage, which beauty item(s) are we guaranteed to find?

Without fail, you’ll always find a perfume – currently it’s Le Labo {Santal 33} which was also my wedding fragrance. Definitely a lip liner, my go-to just now is Modern Lip Definer in ‘Brat’. I’m loving the lip liner and lip balm look for an every day ‘your-lips-but-better’ look. 

{CB} And when it comes to a mantra or motto, is there an affirmation that you always live by?

I’m a sucker for a meaningful quote. One that I love is “Everything you need, is inside of you.”

{CB} Time for a quick-fire round… Matte or dewy?


{CB} Desert island product?

I’d have to say sunscreen, I am loving the {Sun Project Water Sun Cream} from Thank You Farmer for an effective but weightless {SPF}. There’s also a VIEVE product coming very soon that is an absolute Summer staple…

{CB} Pick a side… smoky eyes or a statement lip?

I’d have to say a smokey eye paired with a nude lip – it’s my go-to for when I want to feel my best.

{CB} What does ‘cult’ mean to you and how does this apply to VIEVE?

For me cult products are the ones people ‘swear by’ and won’t give up for love nor money! To think that VIEVE might be one of those brands is a dream come true for me. 

{CB} Finally, what’s next for VIEVE?!

Big things! Let’s just say 2021 is going to be amazing. I can’t wait to be able to share more of VIEVE with everyone and show what we’ve been working on and loving!


Emmie Thornhill

Emmie Thornhill

Deputy Content Editor

Emmie is Cult Beauty’s Deputy Content Editor. Her love of skin care began in primary school when she first learned the term “hormonal acne” and has been in a love-hate relationship with tea tree oil ever since. She lives in East London – where you can normally find her baking, tending to her plant jungle or planning her next tattoo or hair cut/colour appointment – and is known to start DMCs with you about your birth chart placements, the importance of wearing SPF every day and the difference between a vagina and vulva.