Founded in 2020 by Scottish make-up artist Jamie Genevieve, VIEVE has established itself as a disruptive force in the beauty sector, combining professional artistry with authentic community engagement. The brand has built a loyal following among professional make-up artists and is used by leading industry figures.

The company is at the forefront of the growing “skinification” movement in make-up, developing products with both cosmetic and skincare benefits. The business has seen revenues rise from £6.5m in 2024 to a forecasted £10m in 2025, and maintains a balanced sales mix, with 45 per cent generated through direct-to-consumer channels, 45 per cent via retail partnerships – including Space NK, Cult Beauty and Sephora – and 10 per cent through its own experiential store in Glasgow.

The team at WBD that worked on the matter was led by corporate partner James Cook who worked alongside Jo Norris and Danny Jeffrey.

Mr Cook said: “Piper has a strong track record as an investment partner backing exceptional, fast-growing consumer brands across the beauty, wellness and lifestyle sectors. We were thrilled to act for them on this strategic investment in a brand that is helping to reshape the beauty landscape.”