Vieve
1 known investors
VIEVE is a cosmetics brand offering skincare-makeup hybrid products including primers, foundations, cream contours, bronzers, setting sprays, and finishing powders. It sells its beauty products direct to consumers online.
Also known as VIEVE
Investors · 1
Company profile
researched Aug 2026VIEVE is a United Kingdom-based beauty brand associated with makeup artist Jamie Genevieve. Its catalogue spans complexion products (foundation, primer, concealer, blush, bronzer, contour, highlighter, powder, setting spray and face sets), eye products (eyeshadow palettes and sticks, brow definer and gel, mascara, eyeliner, lashes), lip products (lipstick, lip balm, lip liner, lip gloss, lip mousse) and brushes and tools. The range also includes a body and home line marketed as "Bathleisure" — bath and shower gel, bath and body oil, bath salts and candles — plus branded merchandise such as a tote bag under "VIEVE The Label". Individual products include the Skin Nova Complexion Balm (£36), Skin Nova instant radiance primer (£33), Super Skin Nova moisture rich primer (£39), Silhouette Stick cream contour (£26), Modern Radiance Cream Bronzer (£35), Invisiveil Setting Spray (£29) and the 115 Sculpted Complexion Brush (£26), several of which the site labels as award-winning.
Alongside online sales, VIEVE operates a physical store in Glasgow that offers makeup appointments, and its site references retail stockists, events including a "Tour De Face", and a "VIEVE Pro" programme.
Business model
VIEVE sells cosmetics and related body, home and accessory products directly to consumers through its own e-commerce site, supported by a physical store in Glasgow and third-party retail stockists. Commercial mechanics visible on the site include bundle sets sold at a discount (for example a two-product complexion duo at £58 versus £69), a 15% first-order sign-up discount code, free delivery plus a free mini above a £50 basket threshold, and paid in-store makeup appointments.
Product sales at retail prices, largely in the £26-£39 range per item for makeup, with discounted multi-product sets and kits.
Latest developments
The site announces a Skin Nova Concealer launch on 3 September, the arrival of Modern Brow Definer and Modern Brow Gel, seasonal candle offerings (The Signature Candle 2.0 and The Nova Candle), a Varsity Tote 2.0, and that the Glasgow store is open for the foreseeable future.
▸Full profile — go-to-market, geography
Go-to-market
Direct-to-consumer online selling paired with a founder-led brand identity built around makeup artist Jamie Genevieve, an owned Glasgow retail store with appointments, external retail stockists, and customer events such as "Tour De Face". Promotional levers include sign-up discount codes, spend thresholds for free delivery and gifts, and product bundles.
Retail makeup and beauty consumers, with a professional-facing element via a "VIEVE Pro" programme and in-store makeup appointments.
Geography
Headquartered in the United Kingdom, with a retail store in Glasgow. The online store lists shipping destinations and local currency pricing across a wide range of countries and territories in Europe, the Americas, Africa, Asia and Oceania, with default pricing in GBP.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsVIEVE announced the launch of its Skin Nova Concealer on 3 September.
VIEVE operates a physical store in Glasgow offering in-person product browsing and makeup appointments; the site states it is open for the foreseeable future.
The brand added Modern Brow Definer and Modern Brow Gel to its eye category.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureCompanies House · registry record
View on Companies House ↗- Registered name
- VIEVE LTD
- Company number
- SC627693
- Status
- Active
- Company type
- Private limited company
- Incorporated
- 15 Apr 2019
- Registered office
- 17c Townhead Street, Strathaven, Lanarkshire, ML10 6AB
- Nature of business (SIC)
- 46450 — Wholesale of perfume and cosmetics
- Accounts
- last made up to 31 Dec 2024 · next due 30 Sept 2026
- Confirmation statement
- last made up to 14 Apr 2026 · next due 28 Apr 2027
Current officers · 6
- Emma Dawson — director, appointed 12 Jun 2020
- Jamie Genevieve Grant — director, appointed 15 Apr 2019
- Julian Philip Granville — director, appointed 5 Jan 2026
- Daniel Thomas Stern — director, appointed 18 Dec 2025
- Emily Lauren Thompson — director, appointed 25 Jun 2020
- Natalie Fay Thwaites — director, appointed 18 Dec 2025
Source: Companies House public register · retrieved 16 Aug 2026. Contains public sector information licensed under the Open Government Licence v3.0.
▸Research sources · 1
primary sources listed
- Vievevieve.co.uk · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Vieve do?
- VIEVE is a UK cosmetics brand founded by makeup artist Jamie Genevieve, selling face, eye, lip and bath products.
- Who are Vieve's investors?
- Vieve's investors include Samos Investments.