Makeup artist, digital creator and founder of VIEVE cosmetics, Jamie Genevieve cut her teeth working on makeup counters in her hometown of Glasgow, before building a vast online community across YouTube and Instagram, and launching her cosmetics brand in the midst of 2020’s global pandemic.
As she reveals her latest launch - a statement mascara that delivers super-sized volume and curl, she talks through her signature eye looks.
The subtle daytime smokey eye
I’m all about easy, quick, and reliable makeup day-to-day. My award-winning VIEVE Eye Wand in Hazelnut, £25 is my go-to everyday shade to create a warm but subtle base. I love to smudge it out with my fingers for an easy one-and-done finish. The beauty of the Eye Wands is how easy they are to apply. They create shape on the lid in seconds, with a foolproof but richly pigmented formula.
I then layer on our Modern Mascara, £26 which - for me - is the perfect ‘everyday mascara.’ I believe in having a ‘wardrobe’ of mascaras so you can create your perfect lash finish depending on your mood or look. Take your time when applying it – I like to build this one up slowly to get the desired lash-lengthened effect. Begin from the root and brush upwards.
My signature winged liner
I’ve adored a winged liner for as long as I’ve loved makeup. I always begin by priming my lids with my Eye Wand in Sand, £25 to ensure I have a flawless canvas, but one that still lets my liner be the star of the show. These shadows are the perfect product to use as a base, as they last really well and help keep everything in place.
I then take a brown shadow and map out a faint line with an angled liner brush exactly where I want my wing to be, so that I can subsequently go over it with a liquid liner. This makes it so much easier to sketch out the shape, as opposed to starting from scratch.
I draw the wing with my Power Ink Liner in Black, £23 keeping it pretty straight, which helps to elongate the eye. If you’re looking for a softer, more subtle finish, try my Power Ink Liner in Brown, £23 instead. My top tip here is to only put mascara on the top lashes. This really makes the liner pop.
The soft spotlight eye
My soft, spotlight eye delivers the perfect amount of sexy grunginess for me. Eye wands hero again here: I use Coffee as more of a base and Espresso (£25 each) applied with a brush to add depth in the corner of the eye with more precision. I then take an eyeshadow to blend the two shades together and ensure everything is seamless. Try VIEVE Soul Shadows in Terra, £29. The secret to success here is gradually building layers and lots of blending.
This is where my new VIEVE Icon Mascara, £26 comes in. When I created it, I wanted something that would deliver impact from the very first stroke. For me, it’s all about the formula: I needed something that gave a really deep inky black, and makes eyes pop instantly, but is also buildable. This goes from one to three coats seamlessly. Smudge-proof it increases lash volume by up to +356%! The best bit is that it comes off with warm water, so no more panda eyes ... (vievebeauty.com)
