Bussiness
Jamie Genevieve’s journey from make-up counter to boardroom – BBC News
- Author, Morven Mckinnon
- Role, Glasgow and West Reporter
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Strong women are not hard to find in the beauty industry.
Estee Lauder and Elizabeth Arden both started their empires from nothing, developing their lotions and creams from scratch and making their way in a male-dominated business world.
Today’s beauty business would be unrecognisable to those two women, promoting products via TikTok and influencers rather than fashion magazines and glossy ads.
But there’s more than a hint of that pioneering female spirit in the new name on the block, Jamie Genevieve.
The Scottish internet star has gone from makeovers in department store beauty halls to being CEO of one of the hottest brands in the world.
Her make-up tutorials have earned her more than three million social media followers.
But it was the launch of the 30-year-old’s own company Vieve in 2020 that sent her from the shop floor to the boardroom.
Jamie said the success of her self-made business means everything to her and is “nuts”.
Image source, Jamie Genevieve
In 2022, Vieve attracted a £5.5m injection from investors, including the venture trust which invested in the early days of mega-brand Charlotte Tilbury.
Vieve now has 250 products and has quadrupled in value since it began.
However, Jamie’s journey from working on make-up counters, to doing celebrities’ makeup is one she doesn’t take for granted.
“Every single step of the way I felt content and happy. I loved what I was doing.”
But she believes there’s one key skill that’s helped her grow.
“I think the difference between working on the makeup counter to boardroom, there is huge differences, but it’s just talking to people.
“It’s something that I’m really passionate about so the way I hold myself I suppose isn’t actually that different. It is a change of scenery.”
Jamie credits her online community to getting her to where she is today.
You could call her one of the “O-G” Youtubers, and with over 10 years experience, she has seen the industry evolve.
“I think the industry is changing all the time and hugely since I started. The way it’s changed is quite exciting because it’s opened it up to everyone. “
Image source, Jamie Genevieve
Jamie enjoys her role on social media.
It started as a love for beauty, which she has continued to pursue.
She believes authenticity is very important when it comes to the content she posts.
Jamie says she doesn’t find it difficult being honest and it’s a big part of her journey.
Image source, Jamie Genevieve
“I try and think about what I’m putting out to see if this is actually going to make someone else feel good or is this just a moment of sharing my life.
“I think there is a responsibility for sure, but it’s something I’ve taken pretty seriously.”
Jamie has always wanted to become a mum and in May of 2023, she gave birth to her baby girl, Romy.
It has changed her perspective on how she works.
“With Romy and my work, what it’s made me do is be really particular with my time and how it’s spent.
Image source, Jamie Genevieve
“When I’m working, I do my best to put my work hat on and get what I need to get done. With Romy, I put my phone down and I am just mum,” she said.
Jamie would love for Romy to grow up seeing her working as she thinks that’s important.
Although her work is her passion, her daughter is her priority.
“My work is so important to me, it’s something I love, but Romy is the best thing I’ve ever done in my life.
“She’s the most incredible little girl and I think having that laser focus on how my time’s spent and the quality of it, I actually think it’s made my life and work much better.”
Image source, Jamie Genevieve
The beauty industry is constantly changing but Jamie is excited for its future and how it could affect her daughter.
“It’s never been more inclusive and people are celebrated for who they are.”
She believes it’s key to preach self-love and the beauty industry right now reflects that.
“Where it’s going is the completely right direction for me and I like there not being a beauty standard as such, which again I think we’re moving out of.
“I would like the trajectory to continue for when Romy’s growing up.”
Image source, Jamie Genevieve
In an industry where most of the business is based in LA and London, Jamie has never thought about leaving Scotland.
Originally from Tillicoultry, in Clackmannanshire, she will always call Scotland her home.
“I love living here so much. I’m extremely close with my family and friends.
“I find it incredibly easy to make that decision not to leave.”
Jamie has had four pop-up shops for Vieve; three in Glasgow and one in London.
As for the future, she doesn’t have a permanent store but says “never say never”.
“All my team is absolutely obsessed with Glasgow because of these pop ups.
Customers often ask her about opening a permanent shop.
“I think if we were ever to have our own permanent boutique, I don’t think there would ever be a question about where that would be.”
Image source, Jamie Genevieve
Reflecting on when she posted her first YouTube video, Jamie recalls being “absolutely terrified”.
Her advice for herself 10 years ago is to follow what you want without fear of opinion.
“I was terrified about what people would say but I pushed myself with the help of my community at the time who were like ‘you need to do this’.
“If I’d let fear get in the way of me doing what I wanted to do, I could only imagine what my life would look like and how different it would be now.”
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