What is Vieve?
Vieve operates within the Retail industry, specifically focusing on the beauty and cosmetics market. Born from a passion for artistry and the transformative power of makeup, Vieve offers high-performance products created by its founder, Jamie Genevieve. The brand aims to be both aspirational and accessible, catering to a broad consumer base. Headquartered in Crawley, England, Vieve has established itself as a notable player, leveraging digital influence and product quality to build its brand presence. The company's strategy appears centered on direct-to-consumer engagement and product development that resonates with makeup enthusiasts.
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
Venrex
Venrex is an early-stage venture capital firm founded in 2002, with offices in London and New York. The firm specializes in backing innovative companies, having been early-stage investors in notable brands such as Charlotte Tilbury, Revolut, and Maven Clinic. Venrex focuses on supporting a diverse portfolio of businesses across various sectors. Their intended clients include startups and entrepreneurs seeking investment to scale their operations.
Pembroke VCT
Pembroke VCT is a venture capital trust with a fund size of approximately £250 million, focusing on growth-stage companies across various sectors including design, education, food, beverage, hospitality, wellness, digital services, and media. Established in 2013 and managed by Pembroke Investment Managers LLP, the firm aims to support ambitious founders with disruptive business models. Pembroke leverages resources from the Oakley Capital Group to enhance its investment capabilities and provide strategic support to its portfolio companies. The company is dedicated to helping management teams realize their visions and drive economic growth through innovative solutions.
Active Partners Investments
Founded in 2004, Active Partners invests in world-class consumer brands, partnering with passionate, innovative founders to build iconic global businesses. Active Partners takes a specialist approach to funding authentic challenger and high-growth sub-sector brands. The firm has invested in a number of hugely successful businesses, including Caravan, CHIK'N, Context, Cubitts, Evans Cycles, Finisterre, The Fold, Honest Burgers, LEON, Northern Monk, Rapha, Secret Cinema, Soho House, Taylor & Hart, TravelLocal and WhoCanFixMyCar.com.
What's next for Vieve?
The recent major strategic investment signals Vieve's transition into a scaling phase, likely focusing on expanding its product lines, enhancing its e-commerce capabilities, and potentially exploring international market penetration. The involvement of experienced investors such as Piper, Venrex, Pembroke VCT, and Active Partners Investments suggests a strategic approach to growth, aiming to build Vieve into a globally recognized beauty brand. Future capital deployment will likely target marketing initiatives, operational enhancements, and further product innovation to maintain its competitive edge and capitalize on emerging beauty trends.
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