Makeup Artist, Digital Content Creator and Brand Owner, Jamie Genevieve always had a passion for makeup, starting out on a department store counter with well-known brand, Estee Lauder.  

The talented 29-year-old, born Jamie Grant, began her career studying HND Makeup Artistry at West College Scotland, (formerly Clydebank College) in 2011.  

Jamie then worked as a freelance makeup artist in Glasgow and in her spare time, took to social media to share a series of makeup tutorials showcasing her top tips and tricks that she had picked up whilst working in the industry.  

Her popularity quickly grew, and now boasts almost 1 million subscribers on her YouTube channel and over 1.4 million followers on Instagram, making her one of Scotland’s most successful social media stars.  

Since establishing her strong online presence, Jamie has welcomed collaborations with a range of top beauty brands including Benefit, Urban Decay, Fenty Beauty and NARS to name but a few.  

These brand partnerships have saw her travel to locations around the world from LA and New York to Dubai, France & Switzerland amongst others, to work on exciting projects in collaboration with leading names in the cosmetics industry. 

Following a successful collaboration with MAC in 2018, which saw Jamie’s self-named lipstick sell out worldwide, she decided to start to take steps to set up her own cosmetics brand.  

Jamie launch her own colour cosmetics VIEVE, a curated range of 100% vegan and cruelty-free makeup essentials including lipsticks, blushes, bronzers and eye shadow palettes, launched in 2020 to great success. The line continues to grow, products sell direct-to-consumer online and wholesale in select retailers, including 13 SpaceNK stores and Harrods. 

As well as significant sales success, Jamie’s brand also welcomed five-star reviews in respected publications such as Cosmopolitan, Glamour and Vogue and in 2023 she was listed on the annual Forbes 30 under 30 list.   

Acting as a role model in the industry, Jamie highlights her inspiration behind the brand as being, “iconic women who embody self-belief, confidence and individuality”, in which Jamie leads by example. She encourages others to believe in their creativity, inspire yourself and in turn inspire others.  

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