If you were to ask for a rummage through my make-up bag, I can guarantee there will always be something in there from one brand: Vieve. Ever since Jamie Genevieve launched her cosmetics brand in 2020, the beauty industry has been enamoured with so many of her innovative formulas. In particular, Skin Nova.

A dewy primer that will probably receive its own love letter soon, Skin Nova has become a go-to in my routine thanks to its ability to perk up skin instantly and truly deliver that ‘glow-from-within’ finish I’m often seeking. Which is why the brand’s latest launch is so exciting.

Back in June, I met with Jamie in London to uncover her latest launch. On the table sat rows of non-descript white tubes, with labels that mysteriously read ‘TOP SECRET’.

The entrepreneur announced she would be expanding her popular Skin Nova franchise with a foundation. Yep, after four years of requests from customers, Vieve foundation has finally arrived – and it’s aptly named Skin Nova Complexion Balm, £34.

Inspired by the bestselling primer, this foundation taps into the recent trend we’ve been seeing for hybrid skincare-make-up formulas. It’s infused with hydrating polyglutamic acid, skin-evening niacinamide and plumping collagen – all of which contribute to the foundation’s fresh finish.

Available in 20 shades (mine is 320), I left the meeting with a sample and have been trialling it for the last two months. The first thing to note is that while it isn’t thick or heavy, a little goes an impressively long way.

I found that a 5p-sized dollop is enough to cover my face and neck. In fact, even after buffing it on with a dense foundation brush on first use, I still have a tiny bit more formula on the back of my hand that I layer onto the centre of my face (an area I like to have more coverage).

When I’m finished, I can’t help but be instantly impressed by the extent to which it has delivered my ideal skin: healthy-looking and even in tone. It instantly eliminates signs of redness, gives my complexion a more even finish and blurs away any signs of dark spots and hyperpigmentation. The glow it gives isn’t the slightest bit ‘greasy’, a regular concern for my combination skin. When I assess my complexion, it still looks like my skin, just brighter.

If you’re not a fan of heavier formulas, you’ll love its texture. The balmy, buttery formula is lightweight, making it the perfect all-year-round option. And its staying power has held up against rainy days, heatwaves, travelling, weddings, BBQs and everything else in between. Since trying it, it has become a staple in my make-up routine and I’ve even noticed I receive more compliments on my ‘glowy skin’ whenever I’m wearing it.

So, like I said, if you ask to rummage through my make-up bag, you’ll likely see something from Vieve – and at the moment, it’ll definitely include this foundation.

Jamie Genevieve, founder of beauty brand Vieve and recognised on the Forbes ‘30 under 30’ list, will be joining us at this year’s Stylist Live on Friday 8th November, where she’ll be discussing all things make-up. You can purchase a ticket to Stylist Live here.

Images: Hanna Ibraheem; courtesy of brand