Born from artistic passion and purposeful belief in the positive impact makeup can have, makeup artist and beauty digital creator Jamie Genevieve, who has a cult following of over three million social media followers, established VIEVE in 2020 to deliver high performance yet accessible products to the beauty community.
At the heart of VIEVE is a passionate team led by CEO Emma Dawson, a beauty industry expert with significant experience at L’Oreal LUXE where she left in 2017 to set up her own boutique PR agency prior to taking on her role at VIEVE. The investment will be used to further build out the team’s expertise, develop products and expand the brand globally.
|Date of investment||November 2022|
|Cost of investment||£1,000,000|
|% of ownership||3.7%|
|Latest valuation of Pembroke investment||£1,000,000|