New investments

The Aspirational And Purposeful Makeup Brand

Date of investment: November 2022

We have invested £1 million into VIEVE, the makeup brand transforming the cosmetic landscape, as part of a £5.5 million Series A round. Investing alongside Pembroke VCT are Venrex and Samos (the early-stage investors in Charlotte Tilbury) and Active Partners.

VIEVE was born from artistic passion and purposeful belief in the positive impact makeup can have. Makeup artist and beauty digital creator Jamie Genevieve, who has an engaged following of over three million social media followers, established VIEVE in 2020 to deliver high-performance yet accessible products to the beauty community.

Meaning ‘full of life’, VIEVE was founded to empower and encourage ‘all make-up wearers’ with its inclusive range. Curated around a refined vegan, paraben, gluten and cruelty-free formula, VIEVE has grown quickly from a select range of high-performance staples to a considered portfolio for both everyday wear and artistry.

VIEVE’s impressive growth to date is testament to Jamie, Emma and the world-class management team they have built around them. The business is a great example of a brand leveraging community and content to engage with its customers and develop products they love to use. We are delighted to join VIEVE for the next phase of growth and look forward to working with the team on building the brand as it expands its product range and scales internationally.”

Fred Ursell Investment Director of Pembroke Investment Managers LLP

At the heart of VIEVE is a passionate team led by CEO Emma Dawson, a beauty industry expert with significant experience at L’Oreal LUXE which she left in 2017 to set up her own boutique PR agency before taking on her role at VIEVE. The investment will be used to further build out the team’s expertise, develop products and expand the brand globally.

VIEVE successfully launched its ‘Essential Collection’ online in November 2020. It now plans to extend its product offering to appeal to more customer needs and launch to new markets, with the US and Australia being the initial focus.

I feel a responsibility to the beauty community to ensure VIEVE is delivered to give each person the best experience possible tailored to their uniqueness. We’re pleased this latest round of investment will enable us to take this message further across the world.

Jamie Genevieve Founder and Chief Creative Officer of VIEVE