Jamie Genevieve, Makeup Artist & VIEVE Founder, Shares Her Top Beauty Secrets
From blending blush on the go to swearing by LED face masks, beauty mogul Jamie Genevieve is the queen of glowing skin and good vibes. As the founder of cult-favourite vegan brand VIEVE, she’s redefining everyday glam with a mix of practical products, pro-level finishes and personal touches. We caught up with Jamie to talk beauty rituals, guilty pleasures, and why your lip balm might just be your secret weapon.
What’s your first beauty memory?
Watching my mum apply her carefully curated collection of five to six products to create a perfect everyday face using the car mirror. I loved seeing it all come together and witnessing her confidence come alive.
What beauty advice would you give your 20-year-old self?
Keep having fun! I felt so empowered experimenting with different styles. Even though some looks were questionable in hindsight, I loved them at the time—and that’s what matters. I give myself grace for that.
What’s your ultimate skincare splurge—and is it worth it?
The Dr. Dennis Gross LED Mask—I’m obsessed! Just three minutes a day gives me a moment of self-care and has a noticeable impact on my complexion. Worth every penny.
Where, what or who inspires you for product development?
My everyday customer is my biggest inspiration. I always consider how they’d use a product and how it would fit into both their daily routine and a professional makeup artist’s kit. Nature and travel also inspire me—Italy, especially, gives me endless colour story ideas.
Which beauty trend are you currently obsessed with?
Blush, blush, blush! I’m a total blush fanatic. Rosy cheeks are taking over TikTok and Instagram, and I love it. The VIEVE Sunset Blush Balm in ‘Strawb’ is my go-to right now—it gives a natural, radiant glow that lifts even the gloomiest day.
What’s the last beauty product you recommended to a friend?
Nova Glow Liquid Light—I’m obsessed. It gives my skin a lit-from-within glow with pearlescent, light-reflecting pigments. ‘Ballerina’ is my favourite shade; it adds a soft rosy pink that looks like glass skin.
If you could only use three skincare products for the rest of your life, what would they be?
Today, my must-haves are the Bioeffect Facial Cleanser, VIEVE Skin Nova, and the Curel Moisture Spray.
Do you have a signature scent?
Yes! Amouage Guidance. It’s hypnotic and totally ‘me’. Everyone close to me associates that scent with me, and I love that.
Do you have a guilty-pleasure beauty product you keep repurchasing?
Absolutely—luxury hand soaps! Aesop and Byredo are my go-tos to elevate my bathrooms. Guests always notice. Oh, and my posh Marvis toothpaste too!
What’s the most unconventional beauty tip you’ve tried—and did it work?
Sleeping in a sheet mask! Not the comfiest, but it works wonders. The Biodance Collagen Sheet Masks and the Medicube Collagen Sleeping Mask are incredible.
How do you unwind and pamper yourself after a busy day?
I aim for a weekly self-care night. I light my Nova Glow Candle and have a luxurious bath with the Bathleisure edit. It’s the ultimate reset.
Are there any beauty products you always keep in your bag?
Yes! Right now, it’s the Bounce Balm. It’s ultra-nourishing, glossy, and softens lips while reducing fine lines and keeping them hydrated for up to 48 hours. It’s also great over lipstick for an extra pop.
What’s your approach to makeup?
I’m minimalist when it comes to skin—I use products that enhance, not mask. For day-to-day eyes, I go simple, but I love a soft, smoked liner for nights out. The VIEVE Eye Wands are perfect: buildable and super blendable.
What’s your favourite way to switch up your look when you’re bored with your routine?
Lips! I swap between the Bounce Balm for a natural look and the Lip Dew for high-shine. For bolder days, I grab a Satin Slip or Modern Matte Lipstick. I’m loving the shade ‘Lara’ right now.
If you could raid one celebrity’s makeup bag, whose would it be?
Adele! Her looks are always flawless. I’d love to see what she uses daily.
Beauty isn’t about trends—it’s about knowing what works for you.
What’s your top beauty hack for getting ready in a rush?
Lips are easy to do on the go, so I always bring my lip products with me. But even in a rush, I never skip mascara—it’s worth taking your time.
Top makeup tip for going from the office to a party?
A bold lipstick! The Satin Slip Lipstick in ‘Hickie’ is a stunning brick red that instantly elevates your look.
What’s one piece of beauty advice you wish you’d learned sooner?
Beauty isn’t about trends—it’s about knowing what works for you. Embrace your features and enhance what makes you, you. Confidence is the real glow-up.
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