On her hair non-negotiable

“I have really dry hair, and I’ve got really into scalp care. Oiling my scalp once a week has made a real difference. I also now dry my hair – it sounds really simple, but I used to sleep with wet hair and my scalp was not happy.”

On her desert island beauty products

“It would have to be Skin Vova Primer, Skin Nova Complexion Balm and Modern Mascara. I feel like that’s the perfect base with a little mascara – I’d feel really comfortable with that face.”

On her go-to mascara application technique

“It’s so simple, but if you find you get printing on your eyelid when applying mascara, get a mirror and look down while you’re applying. This way, you can get right to the root, and by the time you open your eyes, it will be dry and won’t smudge. If you do get a smudge, let it dry and get a dry mascara wand or brush and flick it off.”

On what part of her make-up routine she’d splurge on

“Foundation. It’s the product that’s going over your entire face. Nowadays, there are so many foundations that combine make-up with skincare that really nourish the skin, as well as acting as a foundation.”

On the make-up products she doesn’t think get enough attention

“I think the bookends of any make-up look are a primer and a setting spray. They make such a difference to the way your make-up looks and how it lasts.”

On how our approach to make-up has changed

“When I worked on the Estee Lauder counter, it was all about the ‘classic’ look, and now it’s about expressing yourself, playing around and having fun. Beauty used to be viewed as such a fickle thing. Remember when every product had the word ‘camouflage’ in it? The progress has been quite beautiful.”

On the beauty trend she wishes to leave behind in 2025

“In my conversations with people, I still feel like we’re putting self-care to the bottom of the pile. I do it myself; life gets busy, but it’s not selfish to look after yourself. That self-care moment can be a book or a bath, but if it makes you feel good, it will benefit everyone around you.”

“The bookends of any make-up look are primer and a setting spray”: Vieve founder Jamie Genevieve shares her beauty and self-care top tips