BEST IN BEAUTY

If you love all things beauty and are on Instagram, chances are the name ‘Jamie Genevieve’ rings a bell. In just six short years, Genevieve has gained over 1.4 million followers on Instagram as a result of her easy-to-follow makeup tutorials, honest beauty reviews and creative looks. Add to that, her warm and fun personality and it’s easy to understand why over a million people follow Genevieve.

Having started her career in beauty working as a makeup artist on department store counters to now being one of the world’s biggest beauty digital content creators, it seems only fitting that Genevieve has come full circle and taken her years of knowledge and experience to create her very own makeup brand: VIEVE.

A clever homage to Genevieve’s name, VIEVE means ‘full of life’. Inspired by her passion for makeup and the needs of her online followers, Genevieve has created a brand that empowers, encourages self-belief and delivers lashings of confidence. With a product range of lipsticks, blushes, bronzers, eyeshadows and most recently brushes, there’s something for every aesthetic from barely-there nude to full-glam. What’s more, VIEVE products are also vegan, cruelty-free, paraben-free and gluten-free whilst still delivering high-performance quality.

Now with its very own VIEVE counter in Brown Thomas Dundrum and available to shop online, keep scrolling for 5 must-try products from VIEVE.

1. VIEVE SKIN NOVA

Essentially luminous, plump skin in a bottle, Skin Nova by VIEVE is an innovative makeup and skincare hybrid that primes and hydrates the skin in one easy step. Wear on its own for the ultimate lit-from-within glow or let it act as the perfect base for foundation, helping it go on evenly and stay intact for hours.

2. VIEVE SUNSET BLUSH

Inspired by sun-soaked evenings and Jamie's love of Italy, the Sunset Blush by VIEVE are key to enlivening your base with warm rays of soft matte colour. The beautifully creamy blush can be effortlessly built up from a delicate flush to a lifting block of colour. Available in 5 shades (all of which are inspired by the colour of Mediterranean sunsets), you’ll find Pesca, a soft peach; Cherub, a warm pink; Sorbet, a bright coral; Piazza, an antique rose and Malbec, a deep berry burgundy.

3. VIEVE MODERN LIP DEFINER

If you watch Genevieve’s tutorials, you’ll know that lip liner is a non-negotiable when it comes to makeup application so naturally had to feature in the VIEVE product range. To ensure that a nude lip is accessible for all skin tones, Genevieve has launched five different shades, from a soft beige and cool-toned brown to a deep peach and burnt orange. What’s more, the formula is so pigmented, it can be worn alone or paired with a lipstick.

4. THE ESSENTIAL EYESHADOW PALETTE

As the name would suggest, The Essential Eyeshadow Palette contains every shade you could possibly need whether you’re creating a subtle bronze eye or a dramatic cut-crease. The shadows deliver on performance with buildable, blendable, buttery pigments.

5. VIEVE 121 BLUSH & BRONZE BRUSH

Designed to help the heavy-handed among us, the VIEVE 121 Blush & Bronze Brush is easy to control and picks up just the right amount of pigment to deliver a natural flush of colour. Use the tapered side with bronzer to bring out your inner sculptor or use the fluffy top to add a healthy swash of colour to the cheeks.

MORE TO READ

Vieve isn’t the only new brand to Brown Thomas this summer. In The Fragrance Experience, we meet Tonya Kidd-Beggs, the founder of new fragrance brand: Stories Parfum.