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.”
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