When make-up artist-turned-entrepreneur Jamie Genevieve launched her make-up brand back in 2020, we were in the throes of a pandemic and embracing the make-up-free lifestyle. There were times when we couldn’t imagine reaching for an eyeshadow palette ever again. That, however, didn’t stop Vieve from going on to become one of the biggest brands in the beauty world.

Originally a make-up artist working on counters in Glasgow, Genevieve had racked up thousands of followers for her easy make-up tutorials and product reviews, and turned her loyal following into the perfect fanbase to launch her dream line of products. As soon as I tried the buttery powders, I knew she meant business with this product line.

Four years on, 1.3 million Instagram followers, a Forbes 30 Under 30 award and countless launches later, Vieve is a make-up powerhouse. There are very few products I describe as life-changing, but its Skin Nova Primer is one of them – it’s transformed me from a foundation obsessive to a make-up minimalist. 

Unlike many influencer-founded brands, everything Vieve comes out with seems authentic. The products are comfortable to wear and enhance what you’ve got rather than covering it up in caky textures. What’s more, you don’t have to be a make-up artist to use them (even though Jamie is one). The products are easy to blend and can be built up, depending on how bold you want to be. Vieve has yet to put a step wrong when it comes to launches. 

The make-up guru joined us at Stylist Live for a chat to discuss self-care, the most underrated beauty products and her top make-up application tips. Here’s what she had to say…

On her favourite beauty trend of the moment

“That we’re having fun with beauty again. I have my TikTok on auto-scroll and I see a new trend every day. I see people expressing creativity through make-up. My go-to is always the classic 90s supermodel look.”

On the one thing she wishes people knew about beauty

“That it washes off. That’s what keeps me playing and experimenting. It’s all about injecting fun into your look and understanding that it can really be a source of comfort when we need it. If I need a pick-me-up, doing a different look completely changes my mindset.”

On her top beauty tip

“Do everything in sheer layers. Whether it’s cream, powders or foundation, set each layer and it’s not going to move.”

On her non-negotiable when it comes to skincare

“Moisturising. It’s always the last step in my skincare routine – I love slugging. I’m currently loving Rhode’s Barrier Butter which gives me that glass skin look.”

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.”

On what her self-care routine looks like

“I love a bath. I usually have one after I put my daughter to bed, so it’s quite early, but a great way to wind down. Sometimes I light a candle or incense and read. Other times I do nothing else but lie there. Sometimes I’ll ask my husband to lie on the floor and chat to me.”

On how she deals with social media

“Look after yourself. Don’t feel scared to mute or block people. If you find yourself starting to feel a bit crap about yourself, you don’t need to feel like that. Protect yourself; it’s not personal. If your skin is acting up, understand that everyone is more concerned about themselves.”

On what she sees when she looks in the mirror

“It’s not all about physical attributes. I try to be proud of myself. I love being a mum and my job, and I try to speak nicely to myself. My husband actually printed off ‘I think you’re pretty’ on a label maker and stuck it to the mirror, and it’s the nicest thing for that to be the first thing you read in the morning.”

On what beauty products she uses up the most

“It’s got to be Skin Nova. I have a little Skin Nova graveyard because I don’t want to throw them away, and I go through about one a month. I use cleansers the most when it comes to skincare. I’m using a La Roche Posay one at the moment because it’s so gentle and creates a great lather.”

Images: @shotby_farheenxo