We are delighted to announce our investment in VIEVE, the fast-growing cosmetics brand built by renowned Scottish makeup artist Jamie Genevieve.
This marks Piper’s latest commitment to backing exceptional brands across beauty, wellness and lifestyle. We are thrilled to partner with a brand dedicated to empowering real people through high-quality, innovative make-up. Piper has invested £65m in female-led brands in the last two funds, including two thirds of the latest fund’s investments.
Founded in 2020, VIEVE has rapidly established itself as a force in the beauty industry that champions creativity and self-expression, with a loyal following and a reputation for high-quality, skin-loving formulas. The brand is at the forefront of the growing “skinification” of make-up, with 83% of women looking for added skincare benefits in their make-up. This shift has accelerated the success of VIEVE’s award winning bestseller, Skin Nova, a hybrid formula that bridges the gap between skincare and make-up.
Jamie’s Scottish heritage is at the heart of the brand, where her authenticity and creativity have inspired a loyal community. Jamie honed her craft on make-up counters in Glasgow, working closely with customers to understand their needs and fill them with confidence. Her artistry expertise and relatable approach to beauty later found a wider audience through YouTube, where she built an international following of over 2 million across Instagram and YouTube.
Born from a passionate beauty community, VIEVE has excelled as a brand embraced by professional make-up artists, who champion its performance-driven formulas, and everyday users alike. The brand is loved by its customers with an NPS of 84 and a product satisfaction score of 9.5/10. VIEVE’s high-quality, easy-to-use and non-intimidating products, combined with accessible “how-to” tutorials, empowers people to enjoy make-up as part of their wellbeing routine.
Since launching in 2020, VIEVE has achieved impressive growth, with revenue rising from £6.5m in 2024 to a forecasted £10m in 2025. The brand has a well-balanced approach to both D2C and retail channels, including their own experiential store in Glasgow, where customers can attend exclusive masterclasses with Jamie, and discover can’t-get-them-anywhere-else products and special residencies from local businesses. In retail, they have strong growth in Space NK, Cult Beauty and Sephora, and momentum is building in the US through D2C.
Our investment will fuel VIEVE’s next phase of growth, supporting expansion into new retail doors and international markets, including the US; continued innovation in product development; and strengthening the senior team and scaling the VIEVE Pro community.
Julian Granville, Executive Chair of Boden and former Chair of Monica Vinader, will join the business as Chair.
Jamie Genevieve, Founder and CCO of VIEVE, said: “When I started VIEVE, my goal was to create a makeup brand that puts people first. I wanted everyone who interacts with VIEVE, whether through our products, content or in-store experiences, to feel seen, supported and confident. I couldn’t be prouder of what we’ve achieved over the past five years, growing an inspiring community of makeup lovers and professionals. Piper have been supporting us from the sidelines for a while and with our exciting growth plans, I’m delighted they’re joining us as a partner, bringing such valuable support to VIEVE’s next chapter.”
Dan Stern, Partner at Piper, said: “VIEVE is perfectly positioned at the intersection of artistry and community. Jamie has built a brand with real purpose that gives women industry-leading products and education to fuel their wellbeing and joy in make-up. We see huge potential to grow VIEVE into a household name, leading the conversation around modern beauty and self-expression.”