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Jamie Genevieve on new make up brand Vieve, lockdown and her love for Glasgow

We met digital creator Jamie Genevieve on a historic day for Glasgow.

Not only had Scotland qualified for the Euros the night before, the first time the Scottish male team had qualified in over 20 years, but also because Jamie was just getting her own after years of building popular audiences around the world Vieve has brought makeup line to market.

Include a rare exclusive interview Glasgow Live Jamie, from her hometown, laughed as she told us the story of how she poured a full glass of red wine over her crisp white shirt when Scotland scored the winning goal.

“It was everywhere, on the couch, all over Drogba …[her dog] It was funny. I’ve had people who were concerned and telling me how to get red wine out of my shirt and things, but I found it funny. I love to share things like that. “

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It may seem strange to someone who doesn’t know her that she should comment that something strange happened to her on her Instagram – don’t we all? – but sharing on her Instagram isn’t quite the same for Jamie as it is for us.

On the one hand, she’s just a girl who grew up in Tillicoultry and who over time moved to Glasgow with her husband Jack and their two Alsatians, Drogba and Juno. A girl who loved makeup and who got into her industry by working at the counters in Debenhams in Glasgow and shared her tips with other makeup lovers.

On the flip side, Jamie Genevieve, with 1.4 million followers and a fan base that includes Drew Barrymore, Rihannah and Lizzo (she has the pictures to prove it), is one of Scotland’s greatest success stories when it comes to content creation goes.

Matte lipstick

“I started YouTube and Instagram out of love,” says Jamie. “I never thought it would be a career. When I started to have two other jobs I was so excited when 20 people commented on my videos and said they loved makeup. I am very happy to now have the community that I have. “

Vieve, their new makeup line, was in the making for two years and consists of a 10-piece Essential Eyeshadow Palette, 5 Nova Glow Highlighters, 5 Modern Lip Definers and 5 Matte Lipsticks that are 100% vegan and cruelty free are.

“I started working on it over a year ago. As a MUA, you always dream of having your own product, palette or lipstick. “There are so many factors that make it what it is: the quality, the pigment, the pressing. I’ve really gotten into it, it’s exciting.

Jamie Genevieve speaks exclusively to Glasgow Live

“The palette contains 10 shades and 3 formulas, which took the longest. I can’t pick a favorite product – it changes every day, but I know I have all the products to do what I want and that’s exactly what I wanted our customers to feel when they got our products.

“I’m a beauty chameleon and I love changing my looks every day. Sometimes I look vintage, super grunge, and 90’s and other days I love the 80’s colors. Someone said Vieve products are like a 90’s / early 2000’s collection. I love this idea – it makes me happy because I find this era so exciting.

“I really loved developing the products, the campaigns and the creative side. It was just so fun and a huge part of my life that I really missed – being a makeup artist. I haven’t done that in a long time. “

The name Vieve is linked to Jamie’s feeling of being a “beauty chameleon” in several ways.

“The name comes from my name and also means to be full of life,” explained Jamie.

“People will see the Vieve brand and if they know me they will know the mine, but it doesn’t say that directly – so I hope people see the brand for what it is and they can love it for it, not just because they already know me.

“I love the idea of ​​being in a pub bathroom and seeing someone put Vieve lipstick on and have no idea who I am. I can’t wait for that day to come. And of course to be in a pub again by then. “

It’s a good point – if we catch up we’ll be in the midst of level three coronavirus restrictions in Glasgow. It’s a precarious time to start a new business – let alone some makeup – with so many people staying home with nowhere to go. Was that something that ever made you doubt starting Vieve?

“I had no doubts about releasing Vieve now. As for my online community and myself, we are still doing makeup and enjoying it.

“We don’t go out that much, but that means people actually have more free time. Some are looking for a hobby to do something. And some people find that they want to do their makeup because it only makes them feel good. It doesn’t have to be something you do for work or for other people – you can do it for yourself.

“I was too excited for me, I needed it out. Some of the products were completed last year, it takes so long to be ready for everyone. In the end I burst, I was like I needed this “out”. I was sick of keeping secrets.

The essential range from Vieve

“If it was a drop or a limited edition, we might have changed it. But it’s a brand. We have an amazing range of products for the next year we’ve been working on.

“The essential collection is a good place to start. We set the quality, but I am all excited about the products coming out next year. We have the most exciting things ahead of us. When the world gets better, Vieve will be there. “

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And one of the first things planned when we get out of lockdown at some point will be a pop-up in Glasgow where Jamie promises to come first.

It would be understandable if someone with such a fan base – it can count fans in the US as well as the United Arab Emirates and Australia – moved to a place that is more tied to the dazzling world of show business. But you’d be foolish to believe that she would.

“I don’t want to leave Scotland. Jack and I were thinking about moving at some point – it’s an adventure, and working on the digital creator side is great working for us in London and LA – but when we really thought about it we didn’t want to leave.

“When we were in the thick of it, traveling a lot and going to events, there was nothing more comforting than coming home. Our way of life is super relaxed and friendly and I always have people who say hello when I’m out and about. It’s the friendliest experience – I love living here and I don’t think we’ll ever move from Scotland.

“I also have colleagues who do wonderful things, but I wonder where they are from, they don’t feel as supported as I do. People support me here and I think that’s something special. I don’t think it happens anywhere. It’s a scottish thing. “

During the lockdown, it seems like everyone is trying to transform themselves into an influencer or content creator – from whipping old clothes on Depop to showing off their best banana bread on Tiktok when boredom hit.

There were also more negatives to the rise of the internet generation – we recently reported on young people playing around on train tracks to film TikTok videos.

Although Jamie’s online world is light years away from such content, she says there is more to creating content than just making a living from it. In this increasingly online world we find ourselves in, our social media can be used as a relic in our lives right now.

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“My favorite people are travel bloggers – this is a fantasy life. But I am aware of it when I look at it that it is people who are living a dream that they created. The people I personally watch all the time and who I really enjoy are the ones who are funny. They share things they love. I think you can tell when someone has a real passion for something and it doesn’t matter what it is – we can all relate to doing that the most. “

Does she ever feel like she’s tired of sharing her life online?

“I think Jack and I subconsciously know that when we share, we have a line that we don’t cross. You have to keep something to yourself. Exposing your absolute soul online would be insane. I had problems with this developing Vieve. It took so much time and at the same time I was pretending not to do it.

“I’m sure some people think my job was silly – I’m sure people thought makeup was silly too.

“At the beginning of the week, I felt overwhelmed. My dad said, ‘You’ve been keeping something to yourself for a long time and now it’s out there. It will feel weird and you will feel insecure.’ Now I feel so happy . I don’t like keeping secrets. “

It’s not silly now, and some would argue that it never has been – the cosmetics industry is one of the most lucrative in the world, and Jamie himself is worth some serious money. Despite the glitz and glamor, she’s really just a girl from Glasgow at heart.

Vieve hits that nail right on the head, creating affordable high-end products that can be worn walking down Buchanan Street or eventually on the dance floor at a party as soon as we get them back. They are for every person. And the focus is on Jamie – she plays with her makeup in the ring light, encourages others to do the same, and at the same time learns to love the face underneath.

“I will never stop sharing online, I love my job but I hope Vieve grows. Who knows where I’ll be in 10 years. To see the brand grow globally would be great. People tell me to dream big and that would be one of them for sure. Someone told me that since watching me and being part of our community, they have learned to wear makeup as an accessory rather than a mask.

“What more do you want than that?”

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