If you were part of the YouTube beauty community in the mid-late 2010’s, chances are you’ll have heard of Jamie Genevieve. A Scottish beauty content creator, Jamie became one of the biggest makeup influencers on the platform, gaining a loyal following for her signature grungy eye and glowing skin looks, and in 2020, she put her signature aesthetic and extensive knowledge into launching her own makeup brand, Vieve.
While beauty influencers (especially in the YouTube sphere) launching their own beauty lines was nothing new – need I remind everyone of the never-ending Jaclyn Hill controversy? – Vieve was, and still is, unlike any makeup brand born from an influencer I’ve ever tried.
The overall vibe of the brand was immediately right up my alley. If, like me, you’re an avid lover of the 90s smokey eye and nude lip combo, Vieve’s line contains all you’d ever need for runway-worthy looks. From glossy highlighters to blendable eyeshadow sticks, the products are effortless to apply with seriously high-quality formulations.
The best Vieve products to buy now
The best news is that most of Vieve’s products, bar the XL eyeshadow palettes, are under £30, so you can dip your toe into the Vieve pool without breaking the bank. As a huge fan, I’ve tried every single launch from the brand, and these are the six best products that I think everyone should try.
Vieve Satin Slip Lipstick, £21
Jamie Genevieve is fantastic with all makeup, but she’s really, really fantastic when it comes to lips, (hence why there are two lip products in this roundup, I couldn’t choose between them). This is one of Vieve’s latest launches and she’s a beauty.
Housed in a gold ribbed cylinder, these satin lipsticks are luxurious beyond just their exterior; the formulation is incredibly hydrating and, with a satin shine finish that doesn’t compromise on pigment. The colours are rich and currently come in four hues, from light peach to deep crimson berry, and I have all my fingers crossed that more shades will come.
Vieve Soul Shadows, £29
Between gel liners, kohl pencils and pigmented bases, achieving a smokey eye can feel like a whole mission. Making it as easy as counting to four are Vieve’s Soul Shadows: individual quad eyeshadow palettes which allow you to create a smokey eye so easily you could do it with your eyes closed.
Each palette comes in a different colourway, so whether you’re looking for something dramatic (go for ‘Noir’) or want a softer, more romantic approach to a smokey eye (try ‘Lure’), one of these super pigmented and easily blendable eyeshadow palettes is all you need.
Vieve Sunset Blush Balm, £21
It’s no secret that liquid and cream blushers are one of the hottest products of 2023, with a makeup brand seeming to launch one every week. I’ve tried tens, if not hundreds, at this point, and Vieve’s Sunset Blush Balm has to be one of my top three.
The colours are gorgeous; think sunset oranges and merlot reds that blend out to give a natural, radiant flush to the skin. They’re not glittery at all but give a dewy finish that makes your skin look youthful and healthy. The tiniest amount (and I mean tiniest, this one is pigmented) instantly turns even the most hungover, tired-looking skin into looking like you’ve just run a 5k without breaking a sweat.
Vieve Skin Nova, £27
Want your skin to glisten like Dr Malcom’s shirtless torso in Jurassic Park? Of course you do. Well, this product will do just that. Somewhere between a highlighter and a primer, this skin illuminator has been a staple in my routine since it launched and won’t ever be leaving, lest you pry it from my cold dead hands.
Although described as a primer, I don’t think this does the product justice. It gives the most gorgeous, slightly golden glow to the skin, and it sinks in just like a skincare product. I wear it alone on good skin days and have lost count of the number of times people have asked what I’ve got on my face when (you guessed it), it was Skin Nova.
Vieve Modern Bronzer, £31
The world of bronzing and contouring can be a confusing place. I’ve seen people using bronzers as contour and contour as eyeshadow, and honestly there’s no right answer. Vieve has taken the guesswork out of the equation with its Modern Bronzer, which does indeed take a modern approach to sculpting your features.
It features two shades which can double up as a bronzer and contour, with unique undertones (from pink for fairer skin tones to purple for deeper skin tones) mixed into the buttery powder formula to create a bronzer that will add the most natural warmth and dimension to your complexion.
Vieve Modern Lip Definer, £16
As someone who is either constantly eating, drinking, or absent-mindedly biting her lip, lip liners fear me. Not many can stand up against the constant battle I put before them, but Vieve always comes through for me. This pencil has a satin soft nib that glides onto lips like a dream, but once it’s dried down, good luck trying to get it off without viciously scrubbing at your lips like you’re trying to wipe off the memory of your first terrible teenage kiss. On that note, I can attest this lip liner withstands food, drink, and snogging. You’re welcome.