What is Vieve?
Vieve is a high-performance beauty company that bridges the gap between professional-grade makeup artistry and accessible, everyday consumer products. Founded by renowned makeup artist and digital creator Jamie Genevieve, the brand has established a distinct market position by prioritizing inclusivity, artistic integrity, and high-quality formulations. Operating out of Crawley, England, Vieve has successfully transitioned from a creator-led venture into a scalable retail powerhouse, utilizing a direct-to-consumer model that emphasizes emotional connection and community engagement. The company's focus on aspirational yet attainable beauty products has allowed it to capture significant market share, positioning it as a formidable challenger in the global cosmetics industry.
How much funding has Vieve raised?
Vieve has raised a total of $18.5M across 2 funding rounds:
Series A
$6.3M
Unspecified
$12.1M
Series A (2022): $6.3M with participation from Samos, Venrex, and Pembroke VCT
Unspecified (2025): $12.1M led by Piper, Venrex, Pembroke VCT, and Active Partners Investments
Key Investors in Vieve
Piper
Piper is an investment partner specializing in fast-growing brands with sales ranging from 5 to 50 million. Their team of brand strategists and digital innovators focuses on building purpose-led, inclusive brands with B Corp certification.
Venrex
Venrex is an early-stage venture capital firm founded in 2002, specializing in backing innovative companies. They have a proven track record of supporting high-growth brands from inception to scale.
Pembroke VCT
Pembroke VCT is a venture capital trust focusing on growth-stage companies across various sectors including design and wellness. They aim to support ambitious founders with disruptive business models.
What's next for Vieve?
With the successful closure of this major strategic investment, Vieve is well-positioned to accelerate its international footprint and deepen its product development pipeline. The company is expected to utilize this capital to scale its operational infrastructure, enhance its digital marketing capabilities, and potentially explore new retail channels to reach a broader global audience. As the brand continues to evolve, the focus will likely remain on maintaining its core identity as a purpose-led, high-performance beauty label while navigating the complexities of global retail expansion. Investors are betting on Vieve's ability to sustain its momentum, leveraging the expertise of its seasoned backers to solidify its status as a leader in the modern beauty sector.
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