I Tried a Full Face of Vieve: Here Are My Top Picks if You’re New to the Brand
Main image – Courtesy of writer
Lately it feels like celebrity and influencer makeup brands have had the monopoly of beauty launches, something that causes much buzz and debate within the industry.
After all, what experience does an actor or pop star have in formulating beauty products? Sometimes of course, it works, and a great brand is born—take Hailey Bieber’s Rhode or Selena Gomez’s Rare Beauty for example.
Other times, it’s clear for all to see that the celebrity has bought “white label” pre-developed products and simply slapped their name and branding on them.
As a beauty editor who has previously worked in product development, I can spot the signs of a disingenuous beauty launch instantly, which makes it all the more impressive when a famous face truly does launch a brand from scratch.
Image – Courtesy of writer
When makeup artist and YouTuber Jamie Genevieve launched her makeup brand Vieve in late 2020 it made total sense. Having earned her stripes as a makeup artist for MAC and amassed an internet following (currently 1.4 million on Instagram) thanks to her easy-to-follow makeup tutorials and in-depth product reviews, it’s safe to say that Jamie knows her stuff.
For many (including myself) she was the one who taught us how to create the ultimate smoky eye and how to contour without being too heavy-handed.
And in less than five years since then, the brand has become a key industry player and makeup bag staple for many.
As can be expected from a makeup artist-founded brand, the products are designed for practicality. They’re easy to use—no complex techniques or excessive blending are required, and shades are neutral and wearable, perfect for everyday.
Everything is reasonably priced (for the luxury makeup market, anyway), with the most expensive items being the ten-shade eyeshadow palettes, at £49 (or $59), while the (reusable) lash sets will cost you just £13 (or $16).
In addition, all of the products are 100% vegan and cruelty-free, and the brand prides itself on the inclusion of “skingredients” within every formula. You’ll find nourishing shea butter and squalane in most of the base makeup, and even the lipstick formulas are packed with antioxidants.
Keen to know more? Here’s my whistle stop tour of Jamie Genevieve’s makeup brand…
1. Skin Nova Primer
If you’ve heard of Vieve before then you’re probably already familiar with Skin Nova (from £14 from Cult Beauty UK /$18 from Vieve US), which is something of a hero product for the brand.
Designed to bridge the gap between skincare and makeup in prepping skin for base products, it hydrates, brightens, and smooths in one quick and easy application.
Image – Courtesy of writer
Before I started using this I almost always skipped the primer step when applying makeup, but this makes such a difference to the way my makeup applies and looks that it’s now a non-negotiable for me.
Concealer and foundation glide on smoothly, with no pilling or separation, and skin retains a glow no matter how many layers of makeup are applied. Indeed, on no-makeup days I often wear this alone because the warm glow it delivers really is so addictive. I always get complimented on my skin when I’ve applied this.
2. Modern Radiance Concealer
Light, creamy, and hydrating but somehow still super pigmented, Vieve’s Modern Radiance Concealer (£27 from Cult Beauty UK /$31 from Vieve US) is everything a good concealer should be.
Just a tiny amount makes light work of masking any active breakouts as well as redness, scarring, and under-eye darkness. What’s more, it doesn’t disappear once you start blending your foundation on top.
Image – Courtesy of writer
3. Skin Nova Complexion Balm
I was shamefully late to the party in trying the Skin Nova Complexion Balm ($34 from Cult Beauty UK /$42 from Vieve US), which seems to receive rave reviews from literally anyone who tries it. The reason for my hesitation? I typically reach for lighter coverage skin tints for daily makeup wear so the fact that this offers medium to full coverage was what initially put me off—I hate the feeling and appearance of heavy makeup on my skin.
Image – Courtesy of writer
I honestly don’t know what magic is in this formula but it somehow achieves the impossible, full coverage with a skin-like finish and totally weightless texture.
The formula feels super hydrating, almost like applying a tinted moisturiser, but is so pigmented that you only need a small amount to mask blemishes and even out skin tone. What’s more, it truly does have a blurring finish, which makes skin look like a filtered version of itself. I’m obsessed, and I can see why this is always sold out.
4. Modern Radiance Cream Bronzer
I’m all for a cream bronzer, but I’m always a bit wary when trying a new one out. I’m very fair with cool undertones, so anything too pigmented or too warm is a big no-no. However, after one use the Modern Radiance Cream Bronzer (£32 from Cult Beauty UK /$39 from Vieve US) was instantly elevated to a prime spot in my everyday makeup bag.
It’s easy to see why this bronzer has so many five star reviews; the balm-like formula instantly melts into skin, softly sculpting while adding a sunkissed warmth—no orange undertones in sight. It totally surprised me, but honestly, if I had to pick one Vieve product out of the lot that I couldn’t live without, it would be this.
5. Sunset Blush
You’d be forgiven for feeling a little intimidated by the shades of this powder Sunset Blush (£27 from Cult Beauty UK /$32 from Vieve US), since they’re all quite bright. Not all shades are for everyone, so pick your fighter wisely—I opted for Cherub, a true pink which (to my relief) looks much softer and warmer on application.
Image – Courtesy of writer
They’re also incredibly highly pigmented—something I learned after being a little too heavy-handed with my first application. But this does mean that the pigment really does lock in place and last all day. Literally the tiniest dab of your brush is all you need for both cheeks, so I can’t imagine I’ll be hitting pan on this compact any time soon.
6. Skin Dew Liquid Highlighter
Skin Dew (from £11 from Cult Beauty UK /$14 from Vieve US) was the product that really put Vieve on the map—it rather fortuitously launched in time with the “glass skin” trend, which still stands strong as the skin finish of choice to this day.
Just a few fingertip dabs of this gel-cream formula on the cheekbones is like adding liquid light to the skin, while a drop added to your foundation gives an all-over glow.
A combination of hydrating and brightening ingredients like argan oil, squalane, and papaya extract give skin a lit-from-within finish, while subtle shimmer particles dial up the radiance.
Image – Courtesy of writer
7. Eye Wand Eyeshadow Pencil
I’m long since out of my eyeshadow palette era so a creamy eyeshadow pencil that can be swiped on and blended out in a matter of seconds is right up my street. The Eye Wand Eyeshadow Pencil (£25 from Cult Beauty UK /$29 from Vieve US) is truly creamy so doesn’t tug at the delicate eye area when I apply it, and blends out easily with a small brush.
Image – Courtesy of writer
The shade Camel is a gorgeous warm sandy shade which I love wearing on its own—if you have blue or green eyes it will really make the colour pop. Should you be more adventurous than I, I can see it making the perfect base for a more complex smoky eye look.
8. Satin Slip Lipstick
I’m hard to impress when it comes to lipstick, so the fact that Vieve’s Satin Slip Lipstick (£23 from Cult Beauty UK /$27 from Vieve US) has become a handbag staple for me says a lot. Firstly, I love that the lipstick is smaller in size than most—it means it’s easy to apply for ultimate precision and create a sharp shape without going out of the lines. Especially beneficial if, like me, you have lips on the thinner side.
Image – Courtesy of writer
Secondly, the texture really is like nothing else I’ve ever used.
It’s super silky so really melts onto the lips but delivers pigment instantly, no need for extra coats. A stellar combination of shea butter, hyaluronic acid, and jojoba seed oil keeps the formula feeling soft and looking glossy, so you won’t experience any tight dry-down.
Image – Courtesy of writer
The takeaway
While on the whole I’d say that a full face of Vieve is a more full coverage makeup look than I’d typically wear everyday, I’ve certainly discovered some new classics in my time trialling the product range for this story.
The primer and foundation have become my go-tos when I do do a full face or want my makeup to last all day, while the bronzer and lipstick are now daily essentials that I will certainly repurchase.
If you’re looking to update your makeup bag with products that really do deliver what they promise, Vieve is sure to be a hit. Efficient, hardworking products designed and formulated by an expert—you can’t go wrong.
Get Glowing!
