A key part of the brand’s signature hero collection (which prides itself in bursting with versatile and modern essentials), the Modern Matte Lipstick is a non-negotiable addition to your make up arsenal.

Soft, comfortable and highly pigmented, the hydrating formula is an absolute delight to use, imparting intense, bold, matte colour without making lips look flat or dry. For a lighter look, you can even apply this with a less-traditional blot of the finger, leaving you with a delicate tint that looks fresh and oh-so kissable. Blendable, buildable and never flaky, choose from 11 flattering shades.

For full colour pay off apply straight from the bullet, working from the centre of the lips outwards. For a softer, buildable application simply blot on with fingertips.

Top Tip: Add extra volume and definition to lips with your choice of Modern Lip Definer.

A clever homage to Jamie Genevieve's name, VIEVE means full of life. Inspired by her passion for make up and her own journey from beauty blogger to make up maestro to the stars, Jamie has created a brand that empowers, encourages self-belief and delivers lashings of confidence. With VIEVE, there are no rules: the products are powerful, bold, versatile and easy to use, whether you're a barely-there nude kinda gal or a full-glam kinda guy. Warm, relatable and accessible yet sophisticated, Genevieve's high-performance make up staples are also vegan, cruelty free, paraben free and gluten free.

Neopentyl Glycol Diheptanoate, Diisostearyl Malate, Talc, Pentaerythrityl Tetraisostearate, Polyethylene, Synthetic Beeswax, Cyclopentasiloxane, Copernicia Cerifera Cera (Carnauba) Wax), Dimethicone/Vinyl Dimethicone Crosspolymer, Caprylyl Glycol, Tocopheryl Acetate, Lecithin, Tocopherol, Ascorbyl Palmitate, Citric Acid, 1,2-Hexanediol, Tropolone, Aroma (Flavor), Titanium Dioxide (Ci 77891), Iron Oxides (Ci 77491, Ci 77492), Blue 1 Lake (Ci 42090)