Founded in 2020 by Scottish make-up artist Jamie Genevieve, VIEVE has established itself as a disruptive force in the beauty sector, combining professional artistry with authentic community engagement. The brand has built a loyal following among professional make-up artists and is used by leading industry figures.

The company is at the forefront of the growing “skinification” movement in make-up, developing products with both cosmetic and skincare benefits. The business has seen revenues rise from £6.5m in 2024 to a forecasted £10m in 2025, and maintains a balanced sales mix, with 45% generated through direct-to-consumer channels, 45% via retail partnerships – including Space NK, Cult Beauty and Sephora – and 10% through its own experiential store in Glasgow.

The team at WBD that worked on the matter was led by corporate partner James Cook who worked alongside Jo Norris and Danny Jeffrey.

Dan Stern, partner at Piper, said: “VIEVE is perfectly positioned at the intersection of artistry and community. We see huge potential to grow the company into a household name, leading the conversation around modern beauty and self-expression.

“It was a pleasure to work with James and the team at Womble Bond Dickinson, whose commercial and sector expertise helped deliver a seamless transaction.”

James Cook, partner at Womble Bond Dickinson, said: “Piper has a strong track record as an investment partner backing exceptional, fast-growing consumer brands across the beauty, wellness and lifestyle sectors.

“We were thrilled to act for them on this strategic investment in a brand that is helping to reshape the beauty landscape.”