Known for her glowy skin, signature warm-toned smokey eye, ablaze highlight and Nineties nude lip, Scottish composition artisan Jamie Genevieve went from alive on a composition adverse in Debenhams to counting Drew Barrymore as one of her clients, afore starring in a BBC documentary aftermost year about her acceleration to internet stardom.

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Genevieve is now a agenda architect and has congenital a 1.4 million-strong afterward in the accomplished four years, acknowledgment to her attraction for all things adorableness and her refreshingly accurate agreeable on both YouTube and Instagram.

The YouTuber launched her own cast in November 2020, entering the added saturated bazaar of adorableness ventures with influencers at the helm. To name aloof a few, Manchester-based artisan Mitchell Halliday fabricated his adventurous admission to the bazaar aftermost year, while Irish influencer and artisan Keilish Cashell launched the grungier composition band in the anatomy of Kash Beauty, and American influencer Samanttha Ravndahl appear her cool-girl adorableness brand, Auric, aloof this month.

The antagonism is fierce, but Vieve’s barrage absolutely acquainted accurate to Genevieve’s routes. Promising a cast that’s inclusive, attainable and inspiring, led by her accomplishments in artistry, the YouTuber capital to actualize aerial achievement articles that acquainted able yet impactful. 

Cutting through the adorableness noise, she capital her aboriginal barrage to act as a foundation to body the blow of her band on, absolute a warm-toned eyeshadow palette, nude lipsticks, liners and highlighters that acquainted accustomed to her audience. Genevieve is a self-proclaimed affluence adorableness lover, whether it’s composition or skincare, so the mid-market amount ambit acquainted like a accustomed move for the cast aback it launched.

What was added unexpected, however, was the adorableness influencer’s abutting move: blush. Genevieve has aboveboard accepted her above-mentioned affliction to the appearance product, confessing that she’d never acclimated blusher “in a big way” until 2019, aback she realised the ability it had to lift her complexion. She’s not the alone one, as bloom has been experiencing somewhat of a renaissance in contempo years. Novices and artists akin accept been abnegation the absolutely blooming attending in favour of a even of colour on the cheeks.

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Releasing bristles shades in her new dusk bloom range, the barrage feels far beneath safe than her admission collection, as a artefact that garners far beneath absorption than the cast of a foundation, bronzer or mascara. We got our easily on three of the shades from the latest accumulating to put them to the test. While the official barrage isn’t until 11 February, if you accompany the brand’s waitlist, you can get aboriginal admission 24 hours advanced of the launch.

You can assurance our absolute reviews. We may acquire agency from some of the retailers, but we never acquiesce this to access selections, which are formed from real-world testing and able advice. This acquirement helps to armamentarium journalism across The Independent. 

(Vieve )


With gold account and atramentous faux-leather compacts, Vieve’s branding feels emblematic of Genevieve’s claimed style, as she generally wears all atramentous apparel and lives in gold jewellery. Our amalgamation accustomed beautifully presented, with no artificial wrapping in afterimage – aggregate is recyclable, appropriate bottomward to the labels. The alien packaging is additionally fabricated from recyclable card, but the absolute fun begins inside: we adulation the leather-style attending and feel of the compact, which is decidedly lightweight, and the raised, gold arresting logo on the front. The architecture is simple yet classic, and anniversary bloom bunched appearance a mirror inside, with the brand’s signature V printed assimilate it. 

The blueprint and adumbration ambit

Genevieve has centered Vieve’s branding about inclusivity aback its launch, with self-expression actuality at the beginning of her ethos. Thankfully, its aboriginal appearance artefact barrage has delivered on that front, with bristles matte shades that we anticipate will baby to all bark tones. 

We got our easily on three of them; Cherub, a balmy true-pink that absolutely does feel plucked out of a Renaissance painting; Pesca, a warmer-toned but bendable acceptable that’s brash to clothing anemic bark tones and Sorbet, a hot apricot bloom that can be beat on all bark tones, depending how abundant you body the artefact up. Added shades accommodate Malbec, a darker drupe adumbration claims to add abyss to added bark tones, and Piazza, a bronzy rose that would balmy up the skin. The spectrum of shades for an antecedent barrage is impressive, decidedly for a abate cast aloof starting out.

But how do they accomplish on the skin? It’s safe to say this is our new favourite bloom formula. The vegan, cautiously formed crumb proves that blusher doesn’t accept to be anemic and aspersing like abounding beforehand iterations can be, and instead this attenuated beautifully with little effort. Applying, as advised, on the aerial credibility of our cheeks and on the temples, we almost had to blow the pan to accomplish austere pigment, but rather than catastrophe up with too abundant artefact sat on top of the skin, the bloom melts into your added appearance articles to actualize a genuine-looking even of colour that isn’t overbearing. 

A ancillary by ancillary aberration amid bloom and no blush, which we begin absolutely aerial the face

(Ellie Fry/Vieve)

Cherub was our favourite shade, as it debunked our abhorrence of true-pink bloom with its blendable yet ablaze hue. We acquainted it absolutely aerial our face, as apparent in our side-by-side allegory picture, giving a beginning attending to our appearance while giving us cheekbones we never knew we had. It’s the absolute adumbration for spring. If you’re attractive for a hot orange-toned pink, Sorbet is your winner, and performed appropriately as able-bodied on the skin.


Unlike added blushers that either attending abundant in the pan and don’t construe on the skin, or attending absolute on the bark for an hour and achromatize anon after, Vieve’s blushers break bistered on the bark all day. We accustomed adulation over Zoom, of course, while cutting it, and it survived both albino walks and hours sat by the ablaze of our laptop screen. If you did appetite to blow up, layering the artefact presented no issues, nor did it agitate any of our added appearance articles or become aerial already we added a highlight.

While we were admirers of the brand’s aboriginal barrage aftermost year, it did feel a bit safe. The latest dusk bloom reveal, however, feels far added daring, borer into a resurging bazaar with actively absorbing results. The shades are bistered yet calmly blendable – we’d go as far to say that we haven’t approved any added crumb bloom blueprint that sits so artlessly on the skin. With an across-the-board colour alms and recyclable packaging, Vieve’s latest barrage has fabricated us abatement aback in adulation with bloom and we can’t delay to see what the cast does next.

IndyBest artefact reviews are unbiased, absolute admonition you can trust. On some occasions, we acquire acquirement if you bang the links and buy the products, but we never acquiesce this to bent our coverage. The reviews are aggregate through a mix of able assessment and real-world testing.

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