THE JAMIE EFFECT

ON BEING A YOUTUBE STAR

Everything about Jamie packs a punch, from her statement, signature makeup looks (think immaculately contoured cheekbones, perfectly nude pout and lashings of mascara) to her infectious laugh. She is a ball of energy, embracing and enjoying every second of this incredible journey she has found herself on. Having begun her career as a make up artist, Jamie started a YouTube channel four years ago, documenting her make up trials and tribulations. Since then she and her husband Jack have become online superstars, with Jamie sharing not only her love of beauty but her travels, adventures, life and her recent wedding with more than 804,000 channel subscribers.

ON INFLUENCING

Today she finds herself as an online leader but says the word influencer isn’t for her, "That word suggests that you are influencing purchases, but I could never work with any brand I didn’t love. Even when I worked on beauty counters, I was always best selling what I loved."

ON DUBLIN

Returning to Dublin brings happy memories, Jamie explains, "I trained here with Estée Lauder, so I have a lovely connection with the city. Glasgow and Dublin girls are so alike. We both have that love of makeup and Irish girls are skilled with a brush. I feel at home here." Hundreds of followers and fans lined up at M·A·C in Grafton Street and BT2 Dundrum to meet Jamie in May when she was in-store to help launch M·A·C’s Viva Glam 25th anniversary lipstick, but wasn’t Jamie’s first time to work with M·A·C on a lipstick.

ON COLLABORATING WITH M·A·C

Her dream came true last year when M·A·C called and asked her to collaborate and create her very own M·A·C Maker lipstick. "I knew exactly what I wanted and honestly if I had come out with any other shade I think my followers would have killed me! Nude is my signature lip, so I took my time perfecting my dream colour. Her now sold out limited edition lipstick was “the perfect nude”, in between M·A·C’s Myth and HoneyLove shades. It was a long process but in the end, I think they saw how important it was to me to perfect it, and we were all really excited with the result." As for the perfect application, "Lip Liner is key – and it can totally change the shade of a lippy, so investing in a variety of liners is essential. M·A·C’s lip liners Cork, Spice and Chestnut are perfect with a nude lipstick."

ON SAYING I DO

A scroll through Jamie Genevieve's Instagram feed reveals some behind-the-scenes snaps of her impossibly glamorous Italian wedding. She said "I do" in Tuscany in July and spent ages fine-tuning the perfect skin-saving solution for that Mediterranean heat. Jamie’s wedding skin prep began months before her big day and on the flight to Italy "I loved using a light moisturizer that I applied as many times as I could possibly manage throughout the flight, plus a hydrating spray." On Jamie’s wedding day "I set my makeup multiple times. That was the secret to ensuring it lasted all day long." Jamie has a whole YouTube tutorial about creating her bridal beauty look and here are some products she used...

ON HER STEPS TO SUSTAINABILITY

Like everyone today, Jamie is trying to switch up her daily habits to ensure she’s making sustainable choices where possible, "I use bamboo cotton buds, cotton pads that are reusable and washable and I have a really good long-lasting toothbrush. And my Dad, bless him, sorts my packaging and recycling every single week."

ON HER SECRET TO SUCCESS

So, what exactly is her secret? She's a skilled artist and is down to earth for sure, but for Jamie, she swears by keeping things real. "The secret, I think, is showing your real side. People can relate to that. I'm not afraid to be me."

STYLE SUMMIT

Jamie Genevieve will return to Brown Thomas Dublin on Thursday 19th September for a very special beauty event to launch Style Summit, a month long series of in-store redeemable events and masterclasses spotlighting the very best of beauty and fashion from 19th September to 13th October in all stores.

JAMIE'S BEAUTY FAVOURITES

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It’s that time of year again, Style Summit is back! Find out how to join Jamie in store with Beauty in the Spotlight.