VIEVE

VIEVE is a British beauty brand founded by Jamie Genevieve, a professional makeup artist who built one of the largest beauty audiences in the UK before launching her own line. Based in Glasgow, where it also operates a physical store, the brand describes itself as born with a real sense of community, and that relationship with its customers has shaped the range as much as the artistry behind it. The products are unmistakably made by someone who applies makeup for a living. Complexion products, lip colour, eye products and the widely praised Modern Minimalist palettes make up an award-winning catalogue built for high performance rather than novelty, and the brand runs a dedicated VIEVE Pro MUA programme supporting working artists. The emphasis throughout is on artistry, confidence and self-expression rather than correction. Every product is vegan and cruelty-free, and VIEVE holds PETA cruelty-free certification, appearing on PETA's Cruelty-Free and Vegan list, which is a genuine third-party credential rather than a self-declaration. Beyond product, the brand is a partner of Beauty Banks, the UK charity tackling hygiene poverty, and has donated 7,900 toiletry units to 120 charities across the country, an unusually concrete contribution for a brand of its age. Priced in the mid-range tier, VIEVE competes with prestige colour on payoff while remaining independent and founder-led rather than conglomerate-owned. For shoppers seeking vegan, PETA-certified cruelty-free UK beauty from a women-owned brand with genuine professional artistry behind it, VIEVE is among the strongest options available.