Scottish creator Jamie Genevieve sold a minority stake in her beauty brand Vieve for £5.5 million.

WHO: Influencer Jamie Genevieve worked at a Debenhams beauty counter in Glasgow when she started posting on Instagram and YouTube. The 29-year-old has amassed 1.4 million followers who swear by her easy-to-follow tutorials. In 2020 she founded her own vegan and cruelty-free makeup range called Vieve. The brand is sold in British beauty retailers Harrods and Space NK.

WHY: The funds will be used to build the team, target overseas markets, and expand product development.

IN THEIR OWN WORDS: Fred Ursell, Investment Director at Pembroke VCT, said, "Vieve's impressive growth to date is testament to Jamie, Emma and the world-class management team they have built around them. The business is a great example of a brand leveraging community and content to engage with its customers and develop products they love to use.”

DETAILS:

• Jamie Genevieve sold a minority stake in her beauty brand Vieve for £5.5 million to Active Partners, Pembroke VCT, and Samos Investments and Venrex—two early investors in Charlotte Tilbury. 
• The brand is projecting more than £10 million in sales by 2023 as it targets expansion in key markets, including the United States, Australia, and the Middle East.