Going from working on a makeup counter to launching her own YouTube channel and, eventually, her own beauty brand, Jamie Genevieve’s career has moved fast — and with purpose. This year alone she collaborated with ELEMIS and Hotlips by Solange, and her Glasgow pop-up returned for its fifth consecutive year.
It’s no surprise her products have become staples in so many makeup bags and bathroom cabinets across Scotland and beyond.
As VIEVE celebrates five fantastic years, we sat down with Jamie to look back on the journey so far — from learning on the shop floor to creating a brand that now lives in Space NK, H beauty and its own pop-ups. She shares what shaped those early decisions, what she’s learned along the way and what advice she gives anyone dreaming of starting their own business.
What inspired you to start VIEVE in the first place?
I’d always dreamed of building my own brand, although it took time for me to truly believe I could make it a reality. Working on the shop floor and learning directly from my community on social media gave me so much insight into what people really wanted from their beauty products. I knew I wanted to create makeup that empowers everyone, whether you’re a professional artist or someone just starting out, as well as an environment that felt welcoming and inclusive.
I know many will already know, but what is your background in the beauty industry?
I actually discovered makeup artistry a bit later while studying a different creative course. I fell in love instantly and quickly applied both to college and to makeup counters so I could immerse myself completely in beauty. When I started working on the Estée Lauder counter, I also began making YouTube content on the side, it was such a fun way to share what I was learning and connect with others.
What has been the most memorable moment from the past five years?
My personal highlight has to be seeing VIEVE in the flesh for the first time, I think that was the moment I felt like the dream really had come true. I also get giddy every time someone pulls a VIEVE product from their bag, I can never quite believe it.
And what has been the biggest challenge?
For me, it’s been learning to let go a little. When you build something from scratch, every detail feels personal, and handing things over – even to brilliant people – can feel scary.
Balancing the emotional side of running a business with the practical, day-to-day decisions is definitely something I’ve had to grow into. There are moments where you doubt yourself, or where the pressure feels heavier than you expected. But every challenge has pushed me to be clearer, braver, and more intentional. It’s all part of the process, even the uncomfortable bits.
What advice do you have for others who want to start their own business?
Honestly, start before you feel “ready.” You learn the real lessons in the doing, not the planning. Know what you care about, back yourself, and be willing to wear all the hats in the beginning – it’s messy but it’s magic.
Surround yourself with people who get it, even if that’s just one friend who believes in you when you wobble. And stay curious. The moment you think you’ve cracked it is usually the moment everything shifts, so keep learning, keep listening, and trust your gut. Most importantly, remember why you started. When things get stressful (and they will), coming back to that original spark is what keeps you moving forward.
How has it been getting involved with the Female Founders Growth Summit?
It’s so valuable to be among fellow female founders, it’s such a superpower to have a network of brilliant women who have seen it all and done it all. There’s a real togetherness. To be asked to speak at the summit was a huge privilege.
I’ve personally loved visiting the Glasgow pop-up every year. How has it felt to see VIEVE stocked in stores and bring your own pop-ups to life?
The pop-ups have been so much fun to imagine and bring to life, creating a space that feels distinctly VIEVE has been such a joy. Having one in Glasgow makes it even more special, as it is the city where I’ve grown the most personally, and where the brand has really taken shape too.
And what was the process like to make all of that happen?
A total mix of creativity and chaos in the best way. There’s the big-picture dreaming – the moodboards, the storytelling, the little details that make it feel unmistakably VIEVE – and then there’s the very real, very unglamorous graft behind the scenes.
It’s a lot of problem-solving, a lot of trusting the team, and a lot of rolling up my sleeves when something needs done ‘right now’. But seeing it all come together, seeing people walk into a space we imagined months before… it’s honestly one of the most rewarding parts of the whole journey. It reminds me why we do what we do – creating beauty spaces that feel welcoming, thoughtful, and a wee bit magical.
How has VIEVE grown and evolved over the years?
Now that VIEVE has turned five, it feels like we’re finally stepping out of the toddler phase. The brand, and the team behind it, are ready to grow in a meaningful and intentional way, always staying grounded in our community and keeping our customers at the centre of everything we do.
VIEVE’s Glasgow pop-up will be open at Buchanan Galleries until 23rd December 2025. If you’re starting your Christmas shopping or want to swatch your favourite products in person, it’s well worth a visit before it closes for the season.
Visit vievebeauty.com.
