Unless you've been on a serious digi detox for, oh, IDK, circa five years (!!), chances are, you'll have heard of influencer-slash-YouTuber Jamie Genevieve and her makeup brand, VIEVE. The OG capsule collection – made up of a handful of rich nude lipsticks, glossy highlighters, bright blushers and stunning eyeshadow palettes – launched in November 2020 and has only grown ever since.
With thousands of followers on social media alone, it's no surprise that Jamie's high-performance, award-winning makeup has gone viral. Not to mention some of our favourite influencers (including The Anna Edit and Allana Davison) have given the products glowing reviews. No pun intended.
And so, with all the online hype, when sleek black packages arrived at our doors (aka, VIEVE's newest launches), we couldn't not try them out for ourselves. As for the results? Let's just say Jamie didn't disappoint (not that we ever doubted her, TBH).
Shop the best products from the range:
VIEVE Skin Nova Complexion Balm
In 2024, VIEVE launched their Skin Nova Complexion Balm, the brand's first foundation-like product. Described as "the ultimate skincare-make-up hybrid", the balm's ingredient list promises to brighten (thanks to niacinamide), hydrate (per polyglutamic acids) and plump (helloooo amino acids).
Having worn this every single day for the past year (ish), I can certainly vouch for the claims. The consistency is one of a kind; the buttery texture glides onto the skin seamlessly and blends out like a dream. Although not full-coverage, it is buildable, making for ideal day-to-night use, so, you can layer up the pillowy base for an evening of drinks (while still feeling weightless) or sheer it out for an eight-hour office stint.
VIEVE Skin Nova
If you want radiant skin (I mean, who doesn’t?!) Skin Nova is the primer for you. All thanks to the ultra-fine golden pigments, the gel gives a subtle lit-from-within glow that seeps through your foundation, resulting in a dewy finish. It also contains niacinamide to soothe and lock in moisture.
VIEVE Invisiveil Setting Spray
After setting my everyday beat with the Invisiveil Setting Spray and putting it to the test (read: through a full day of office work and a three-hour total commute on the TFL central line), it was only my usual foundation erasure around the nose and chin and lack of lipstick that didn't fare well. Otherwise, my entire face lasted entirely! And that's saying a lot for someone with an extremely oily skin type! Read the full details, here, where the team and I put 15 of the best makeup setting sprays through a 'full day' test.
But before you go, when interviewing Jamie about how best to use her new setting spray product (subtle flex, I know), she shared with Cosmopolitan UK that it's best to avoid using it anywhere other than as a final step. Aka, she recommends not to dampen your beauty blender with the spray pre-foundation application as it does have strong adhesive properties (that's what we like to hear) and may cause your foundation to separate and/or not blend as it should.
VIEVE Sunset Blush Balm
But if a liquid blush formula is more your vibe, look no further. Unlike some of its counterparts on the market, this blush balm offers a flush of colour with buildable pigment, rather than a heavy finish at first swipe. Plus, two new shades have been added to the blush range: Rosa and Piazza.
VIEVE Soul Shadows
Are there some pans in your palette that go untouched? Well, not Jamie's shadow quads – and yes, you will use every shade.
Coming in four different colour combinations – Noir, Burn, Terra and Lure, – there is something for everyone. The supremely blendable and powerfully pigmented formulas provide an intense, rich colour payoff and can be used alone or in combination with each other. From an everyday light wash to an experimental glam look, these are a film staple in our cosmetic bags.
VIEVE Skin Dew
As an oily skin type, full-beat kinda girlie, I tend to steer clear of dewy foundation finishes. So, when I had the chance to glow up (no, literally) my complexion with the VIEVE Skin Dew, without compromising on my matte base, you know I was all for the challenge.
This highlighter is like no other and contrary to liquid formulas, it doesn't move about or cake your foundation underneath. Think: a multi-tasking marvel that gives an all over-radiance. I mean, just let the picture below speak for itself...
VIEVE Lip Dew
If a high-shine lip gloss had a baby with the comfort of a lip oil, it would be VIEVE's Lip Dew. With its chunky doe foot applicator, the nourishing, non-sticky formula gives a glistening shine in just one swipe. We just wish it came in more than six shades! *Hint hint, Jamie.*
VIEVE Satin Slip Lipstick
If ever a satin lipstick, this would be it for its smooth application (thanks shea butter) and hydrating pigment (hyaluronic acid, we see you). Shade 'Deep Love' is a firm favourite of ours and one that can be worn by everyone.
VIEVE Icon Mascara
I could write a love letter to this mascara – in fact, I already have. Like false lashes from a tube, this pigmented mascara adds dramatic volume and length, without any clumps or flaking off by the evening. Brand studies actually found that volume increased by 356% – now that’s the kind of number I like to see.
VIEVE Sunset Blush
It's clear Jamie knows exactly what she's doing when it comes to blush. Each of the six shades are a thing of beauty, from the bright, watermelon-pink (Sorbet) to the peachy-tangerine shade (Pesca). Not only are they the perfect colours, but the formula is just right. Not too shimmery, not too matte, the velvety powders melt into the skin and blend out seamlessly.
VIEVE Modern Radiance Concealer
While I, admittedly, wasn't too big a fan of tapered doe foot wand, the creamy medium-buildable coverage of this concealer had me sold – yes, I have been wearing it pretty much every day for the past few months.
As someone with (designer) eye bags and dark circles, I tend to reach for a brightening, full-coverage base, which is just what this gave – minus any cakey feel! Available in 20 versatile shades this hydrating liquid formula is a beauty fanatic's best friend. Three hours sleep, where?!
VIEVE Modern Bronzer
If you're going to purchase one product from this lineup, let it be the Modern Bronzer. With just a single swipe across the two with a fluffy brush, you are to look like you've just come back from a week in the Bahamas – that's a good few hundred pounds saved! Not only is the mirrored compact enclosed in a gorgeous case, but the pans are made to last for their highly pigmented finish.
However, if shaping and contouring are more your thing, see to the cooler of the two shades to chisel out your cheekbones. A win-win.
VIEVE Eye Wands
This formula is so damn creamy you only need a light touch when it comes to applying, as the pencils glide onto lids beautifully. They blend out like a dream - and most importantly, the shades have incredible staying power (as someone with very oily eyelids, I can vouch that they'll stay put almost all day, without any creases).
The colour range is undeniably chic, all matte, all neutrals and each one is an easy-to-wear addition to your everyday makeup bag. There are 10 shades to choose from, ranging from a light milky beige (Vanilla) to a smoky black hue (Raven).
VIEVE Modern Lip Definers
These lip liners have remained a favourite ever since I first swatched them. If, like me, you don't fancy committing to a bold lip right now, I have the answer... Simply use one of the Vieve Modern Lip Liners to give your pout a little extra shape and definition, the long-lasting formula won't smudge and it's a lot less maintenance than a creamy lipstick. Add a swipe of non-sticky lip balm over the top if you want a little sheen, and you're good to go.
My favourite shade is 'Velvet Sands' – it's the perfect pinky-brown hue that's almost an exact match for my natural lip colour, making it ideal for a little subtle over-lining.
Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK, with over four years of experience reporting across the brand's print, social, video and digital platforms. Lia covers everything from emerging trend analysis to viral celebrity hair and makeup moments, making her an expert at spotting the season’s next big beauty look (before it takes over social media feeds).
In 2025, she was named The Rising Media Star at the Love Perfume Awards with The Perfume Shop, recognised for her outstanding digital fragrance content and for building genuine authority within the space. She is passionate about challenging outdated beauty stereotypes, championing inclusive representation in beauty, and educating readers on the trends, products and conversations shaping the industry today. Follow her on Instagram or find her on LinkedIn.
Victoria Jowett is an award-winning journalist and the former Beauty Director at Cosmopolitan UK. She was named one of PPA’s 30 Under 30 for her work in beauty journalism and oversees the skincare, hair, makeup and fragrance content across all of Cosmopolitan’s platforms. She's worked in the beauty industry for over 13 years (and tested 1000s of products), making her an expert when it comes to recommending beauty brands that truly work. Having started her career working weekends on a makeup counter, Victoria began interning at the likes of AnOther and IDOL magazine, before landing her first Beauty Writer job at weekly fashion magazine, LOOK. Joining Cosmopolitan in 2016, Victoria has always remained a beauty fanatic and has been lucky enough to interview everyone from Britney Spears to Kourtney Kardashian about their beauty routines. Follow her on LinkedIn.
