Jamie Genevieve has firmly established herself as one of the most recognisable names in beauty. The Scottish makeup artist and influencer turned entrepreneur built a cult following for her artistry, down-to-earth personality, and instantly recognisable makeup looks. In 2020, she launched VIEVE, her own makeup brand—a name that nods to her own name and the French word ‘vivre,’ meaning ‘to live.’ Rooted in Jamie’s love for accessible luxury and makeup that works for everyone, VIEVE has become a favourite for beauty lovers worldwide.
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What started with lipsticks and eye wands has grown into a full-blown collection of high-performance products that are both versatile and easy to use. Now, fans of VIEVE can shop the brand in person at their stunning Glasgow pop-up in Buchanan Galleries, which will run until the 23rd of December. From their iconic Skin Nova primer to the newest blush balms, the pop-up is stocked with the brand’s bestsellers, gifting opportunities, and some exclusive experiences for makeup lovers. As a Scottish-founded brand, seeing VIEVE showcased in Glasgow feels extra special—and it’s the perfect excuse to try out some products for yourself.
To help you decide what to buy, I tried almost £300 worth of VIEVE’s most-loved products, including their new complexion launches and iconic bestsellers. Spoiler: I was not disappointed. Here are my honest thoughts on each product—from foundations that last all day to eyeshadow palettes perfect for Christmas party looks.
Modern Mascara
This mascara delivers the ultimate false-lash effect while still feeling light on the eyes. It’s long-lasting, smudge-proof, and completely buildable—perfect for those who love a dramatic lash look. I was really impressed by how well it separated and lifted my lashes without clumping. It’s become my go-to for days when I want my eyes to stand out.
Jamie also recommends turning the flat edge of the wand over after each coat to use a new side of the wand and formula. This ensures you’re not wasting any product and gives you a fresh application each and every time.
£26
Soul Shadows
If you’re looking for something versatile yet impactful, the Soul Shadows palettes are a must-try. The gilt palette is brand new, with warm, golden tones—perfect for creating a soft daytime shimmer or layering up for full-on evening glamour.
The formula feels buttery smooth, blends effortlessly, and has impressive staying power. Whether applied with a fluffy brush for a diffused look or packed on for more drama, these shadows add a gorgeous gilded glow that feels luxe yet wearable. Good for everyday wear and something a little more glam.
£29
Skin Nova
The award-winning Skin Nova primer is iconic for a reason. One pump of this lightweight formula is enough to make your makeup last all day, still looking flawless into the evening. What sets this apart is the glow it gives your skin. I love wearing it under the Skin Nova Complexion Balm foundation, but it’s also stunning on its own for a hydrated, natural look.
It doubles up as skincare, too, with ingredients that boost hydration—perfect for winter when skin needs extra love. Enriched with Beta-Glucan and Niacinamide, it soothes, brightens, and strengthens the skin barrier while providing a radiant finish.
What I love most is its versatility. This skincare-makeup hybrid works for all skin types and tones. Wear it alone for a fresh glow, as a radiance-boosting primer, mix it with your foundation for skin-like coverage, or even apply it on your collarbones and shoulders for a soft, luminous finish. It’s the kind of multitasking hero every makeup lover needs in their routine.
£31
Skin Nova Complexion Balm
The Skin Nova Complexion Balm might just be the best foundation I’ve tried all year. I opted for Shade 100 (the lightest shade), and for once, I found a perfect match for my skin tone. The finish? Incredible. It’s skin-like, natural, and leaves you looking radiant without ever feeling heavy.
This foundation stays put for hours—it looked just as good in the evening as it did when I applied it in the morning. For the smoothest, most seamless application, I paired it with the 117 Foundation Brush (£27), which blended everything seamlessly and quickly in seconds—a 10/10 performance in my opinion.
£34
The Ninetease Eyeshadow Palette
As someone who loves a smoky eye, The Ninetease palette was an absolute dream. With 10 generous shades, this palette has a mix of matte and shimmer finishes—ideal for creating both subtle daytime looks and bold, dramatic eyes. The formula is super pigmented and blends like a dream.
My only tip? There’s a little fallout with some of the shimmers, so do your eye makeup before your base for a cleaner finish. For a more intense, high-impact look, apply the shimmer shades with a damp brush—it’s worth the effort.
£49
Lip Dew
Lip Dew is the perfect glossy lip product for those who want a thick, long-lasting shine. It’s not sticky, and the colour (I tried shade Rosa) is absolutely stunning. You can skip the lipstick underneath—this gloss does all the work on its own, leaving lips looking juicy and hydrated. It’s become my new handbag staple.
£21
Sunset Blush
I haven’t used a powdered blush in a while, so I was excited to try the Sunset Blush in Rosa (a stunning dusky pink). This shade instantly wakes up your complexion and adds a healthy flush of colour. It’s finely milled, easy to build, and gives your face a natural, soft-focus finish. For those who love a powdered blush, this ticks all the boxes.
£27
Sunset Blush Balm
For fans of cream blush, the Sunset Blush Balm is a game-changer. It’s blendable, pigmented, and leaves your skin looking dewy and healthy. I found this perfect for creating that ‘lit-from-within’ glow, especially when applied with fingers for a seamless finish.
£24
The Verdict
After trying close to £300 worth of VIEVE products, I can confidently say that Jamie Genevieve has created a brand that lives up to the hype. The attention to detail, the versatile formulas, and the quality of every product I tested are genuinely impressive. Whether you’re looking to refresh your makeup bag or want to treat yourself to something new, VIEVE’s range has something for everyone.
You can shop VIEVE products now at their Glasgow pop-up in Buchanan Galleries, running until Monday, 23rd December. It’s the perfect opportunity to swatch products in person, find your perfect shades, and get some expert advice. If you can’t make it to the pop-up, shop online at vieve.co.uk.
