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International law firm Womble Bond Dickinson (WBD) has advised private equity firm Piper on a £7 million investment in VIEVE, the fast-growing British artistry-led make-up brand, as part of a £9 million funding round to fuel the company’s next stage of growth.
Founded in 2020 by renowned Scottish make-up artist Jamie Genevieve, VIEVE has rapidly 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, with its products worn by celebrities including Claudia Winkleman, Dua Lipa and Nicole Kidman.
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% generated through direct-to-consumer channels, 45% via retail partnerships – including Space NK, Cult Beauty and Sephora – and 10% through its own experiential store in Glasgow.
The investment will support the brand’s next phase of growth, including expansion into new retail stores and international markets, particularly the US; continued innovation in product development; and further strengthening of the senior leadership team and the VIEVE Pro community.
Piper is a leading specialist investor in fast‑growing consumer brands, backing businesses with strong consumer insight and significant growth potential. WBD has previously acted for Piper on a number of transactions, the most recent being its £20 million investment and management buyout of cultural travel company Inside Travel Group.
The team at WBD that worked on the matter was led by corporate partner James Cook who worked alongside Jo Norris and Danny Jeffrey.
Dan Stern, Partner at Piper, said: “VIEVE is perfectly positioned at the intersection of artistry and community. We see huge potential to grow the company into a household name, leading the conversation around modern beauty and self-expression.
“It was a pleasure to work with James and the team at Womble Bond Dickinson, whose commercial and sector expertise helped deliver a seamless transaction.”
James Cook, Partner at Womble Bond Dickinson 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."
