The Guru IndexGurusJamie Genevieve
Jamie Genevieve
Makeup Artist

Jamie Genevieve.

Jamie Genevieve is a Scottish makeup artist and founder of cosmetics brand VIEVE, whose channel covers everyday beauty and skincare through the practical lens of someone who has built products from the ground up. That founder experience means her reviews tend to sit closer to formulation than most creators' opinions do.

Why Are They A Guru?
A professional makeup artist turned cosmetics brand founder, Jamie brings both craft-level and commercial product development experience to her takes.
Founder · Vieve
37Products
33 approved100% approval rate
0 skippedNothing panned yet
0 hot takesRuns with the consensus
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Every review.

All 37 products Jamie Genevieve has reviewed, grouped by product type. Click a product to see the full guru consensus.

All takes Approved takes Critical takes Against the gurus
Foundation4 reviews
"I'm going to use the Light Reflecting Foundation instead, in the shade Santa Fe. Yes, this is going to work. My skin is pretty good at the moment, so maybe I just don't need that much coverage. That's better."
Approved
74%Guru Score
"I've got the new Hourglass Veil Hydrating Skin Tint Foundation to try."
~Mixed
78%Guru Score
"I've got the new MAC Foundation to try."
~Mixed
63%Guru Score
"This is the NARS Natural Radiant Longwear Foundation. This foundation is fabulous. I haven't been wearing foundation that much lately, so I thought I'd go for it. We're going to do a really perfected base, hence the foundation, that's a perfect match for me, and we're going to keep the skin really nice and glowy. I'm just buffing that in with my 117 brush."
Approved
76%Guru Score
Masks & Peels4 reviews
"This is the really famous one I used this years ago. I'm reintroducing actives because my skin was looking really congested. I have figured out the best way to use this so cotton pad I put a decent amount on and what I don't do is swipe I don't swipe anymore I pat. I completely miss this area here I used to do the opposite I used to get my pad and I used to dig in around my nose and I do not need it it made my skin so sensitive. I don't really go around my mouth either I just stick to the areas that I know I need it so perimeters of my face for sure."
Approved
78%Guru Score
"This is the Medicube Collagen Night Wrapping Mask. It's the same thing where you put it on and leave it on overnight, but the difference is this is like a classic peely face mask. It's completely clear. Once it dries you can just go to sleep. I have slept in this. It is so soothing and cooling and it came off in one clean mask, which is really satisfying, and my skin looked absolutely glowing. This one definitely has a bit of a rip where you're taking it off, but I just find it really satisfying. A key difference is this one dries and then you can essentially put your head in the pillow and it's fine, whereas some other masks don't dry for ages so you kind of need to sleep facing upwards."
Approved
75%Guru Score
"I've been using this COSRX Ultimate Nourishing Rice Overnight Spa Mask and it's beautiful. It's just like a moisturizer to be honest. The texture of it just looks like a moisturizer but really really softening, really really hydrating. I've been putting on my sheet mask and then when I take that off I put my skin care on, then I'll use this and then I'll spray my facial mist. It's very basic but very hydrating."
Approved
82%Guru Score
"Jack did my hair, and I got an Olaplex mask on my hair after it was colored. It looks and feels amazing. It's so shiny. So I'm super happy with it."
Approved
84%Guru Score
Moisturizers4 reviews
"Another one that I love is the La Roche-Posay Cicaplast Baume B5. It's maybe a bit more rich in texture. I also used to use far too much of it. This just locks everything in. Look at that glow, so good."
Approved
86%Guru Score
"When my skin is feeling dry, I love putting like an occlusive layer over my skin care. So the Rhode Barrier Restore Cream is so nice, it's so good, so thick."
Approved
77%Guru Score
"Really, really good for guys and girls and gays and days. I was obsessed with the Sol de Janeiro Bum Bum Cream years ago. They have these cute little sets on Cult that are 30 quid each, brilliant for any teens or tweens in your house, but also it's not just for young people. The products are so good. I've actually got the body oil of this range right now, loving it, and the smells are amazing. You get a little set with the cream, the shower gel, and the body mist. And then there's another set where this scent is so good as well: cream, shower oil, and body mist. That shower oil is incredible, me and Jack have been using it. These little sets are so good. I actually do have this for a young person in my life this Christmas, but they're not just a body mist brand and they're not just a bum bum cream brand. The products are so good."
Approved
72%Guru Score
"I've got on the Bora Barrier Rich Repair Cream. This stuff is rich. If you are someone that likes a really thick moisturizer, really juicy skin, it's amazing. It's right up my street. Last night what I did was I put F bam on first and then I used Skin Nova on top of it just to kind of dilute it down a little bit. It's phenomenal."
Approved
70%Guru Score
Eye Makeup3 reviews
"I'm going to use my beloved Duo Lash Glue. I take some of it on the back of my hand -- not ideal to get off, but it makes it so much faster. Then I can just dip into the glue on my hand and apply the little lash."
~Mixed
71%Guru Score
"I have the new Huda Beauty One Coat Wow Mascara and I have tried it already and it is fab. My only gripe is that it's a plastic brush and I always put off plastic brushes, but this mascara is really really nice. Definitely better than her previous mascara, the Lash Legit is notoriously difficult to get off, but this one melts away just with water. It feels really nice, nice and black. You just need to take your time a little bit with the brush if you're not used to a plastic brush. It's very good if you love chunky bottom lashes."
~Mixed
61%Guru Score
"I realized that my brows do not do what I want them to. I have to really work them out, so many years the Benefit 24-Hour Brow Setter just to get them into a place that I like. When I use this it makes my eyebrows look much more dimensional. I go through them when my brows are still wet with the brow gel and you see the difference."
Approved
73%Guru Score
Mists & Essences3 reviews
"I'm going to use the Rhode Glazing Milk first, this is so good. I'm going to get that on my fingertips and take my time rubbing that into my skin. The formula is really interesting, it's really slippy to begin with but the more you rub it into your skin and really massage it, it starts to get a bit tackier, and taking the time to make sure the product gets a chance to do that makes all the difference when you're going in on top with foundation. It's just a nice hydrating layer, especially good if you've got dry skin."
Approved
74%Guru Score
All 2 takes on Glazing Milk Ceramide Facial Essence
A BIG GORGEOUS GLAM MAKEUP TUTORIAL | JAMIE GENEVIEVE
"I'm going to use the Rhode Glazing Milk first, this is so good. I'm going to get that on my fingertips and take my time rubbing that into my skin. The formula is really interesting, it's really slippy to begin with but the more you rub it into your skin and really massage it, it starts to get a bit tackier, and taking the time to make sure the product gets a chance to do that makes all the difference when you're going in on top with foundation. It's just a nice hydrating layer, especially good if you've got dry skin."
GRWM FOR WORK - MAKEUP TUTORIAL | JAMIE GENEVIEVE
"I'm just going to start with the Rhode Glazing Milk, I spoke about this before, I really like it. For a product that doesn't feel like much when it's going on, like it's nothing too special almost, it's really nice."
"I use this after cleansing after doing my LED light. It is so hydrating and my skin texture has been so smooth. You can see how much I've used it, I have been using this to death. It's just really great."
Approved
82%Guru Score
"I'm going to use the Kombucha Facial Essence. These are amazing because a big thing will last you actually the ages, you just need a few drops and just pat that in really. I've used this tons before. This is a really nice antioxidant."
Approved
80%Guru Score
Body & Tan2 reviews
"I got a free little Sleepy body lotion which I love the smell of."
Approved
80%Guru Score
"I'm obsessed though with the Necessaire Deodorant Gel, it's amazing, it's so good."
Approved
79%Guru Score
Cleansers2 reviews
"I'm going to start with the Elemis Pro-Collagen Cleansing Balm, old but a goodie, I've been loving it. It melts all this makeup down, and I try to give myself some time to do this. I think the longer you get it nice and oily, the better. This is the Rose one, and it's nice, but I actually do prefer the normal scent. I really get it in everywhere, make sure I get everything, then add a bit of water and it turns into a bit of a milk. If I'm wearing makeup, I'll always melt it down first."
Approved
84%Guru Score
All 2 takes on Pro-Collagen Cleansing Balm
SKINCARE ROUTINE & WHAT I'VE DONE: chin lipo & treatments | JAMIE GENEVIEVE
"I'm going to start with the Elemis Pro-Collagen Cleansing Balm, old but a goodie, I've been loving it. It melts all this makeup down, and I try to give myself some time to do this. I think the longer you get it nice and oily, the better. This is the Rose one, and it's nice, but I actually do prefer the normal scent. I really get it in everywhere, make sure I get everything, then add a bit of water and it turns into a bit of a milk. If I'm wearing makeup, I'll always melt it down first."
HOLIDAY PACKING FOR A BABY - IN-DEPTH WITH LISTS | JAMIE GENEVIEVE
"The Pro-Collagen Cleansing Balm is the hero product. It's a really gorgeous rich balm that turns into an oil on the skin and then when you emulsify it with water it turns into milk and that really just lifts all the product. It's incredible for a first cleanse and if you've got really dry skin you could even cleanse with it in the morning and it would give you a really nice hydrated start to the day. It smells like a spa every time I use it."
"I wash my face with the Soy Face Cleanser. My skin feels really really good, it feels smooth. I just did my normal skincare routine this morning and it was like glowy."
Approved
67%Guru Score
All 2 takes on Soy Face Cleanser
BACK TO THE VLOGS | JAMIE GENEVIEVE
"Fresh Soy face cleanser for taking my makeup off."
A FAMILY HOLIDAY 🤍 TRAVEL VLOG | JAMIE GENEVIEVE
"I wash my face with the Soy Face Cleanser. My skin feels really really good, it feels smooth. I just did my normal skincare routine this morning and it was like glowy."
Fragrance2 reviews
"I started wearing this a few months ago and I love it so much. On first impression it really smelled like rhubarb to me, which is not my usual, but there is a kind of soft woody undertone, bit of rose, definitely sandalwood. I've never had so many compliments in my life. I feel like if you know me well by now you kind of know what kind of scents I like, and it fits in that bracket for sure."
Approved
83%Guru Score
"Sticking with Replica Jazz Club. I love this as a perfume, but these diffusers are so good. I've had Bubble Bath in the bathroom before. I've also had Sunday morning. Jazz Club's my favorite. It's kind of that smoky sexy scent."
Approved
73%Guru Score
Haircare2 reviews
"I used my Living Proof scalp care density serum. I love me some scalp care."
Approved
81%Guru Score
"I used the Sam McKnight Modern Hairspray, oh my God it's amazing, it's so good. You can actually use this before you style your hair, so not only is it really really flexible hairspray that doesn't build up, it is also heat protectant, so you can use this before or after or both when you style your hair. I love this stuff, highly recommend."
Approved
83%Guru Score
Powder & Setting2 reviews
"Skin Nova is our instant radiance primer but it is an incredible lightweight moisturizer. It hydrates skin by 202% so it literally floods your skin with moisture. It is just the most phenomenal primer, it's our best seller. It's a product that anyone can use, any skin type tone. It's got a really nice golden hue to it which just disappears into the skin and just kind of gives that radiance. I use it every single day."
Approved
83%Guru Score
All 4 takes on Skin Nova Instant Radiance Primer
SKINCARE ROUTINE & WHAT I'VE DONE: chin lipo & treatments | JAMIE GENEVIEVE
"Skin Nova is our instant radiance primer but it is an incredible lightweight moisturizer. It hydrates skin by 202% so it literally floods your skin with moisture. It is just the most phenomenal primer, it's our best seller. It's a product that anyone can use, any skin type tone. It's got a really nice golden hue to it which just disappears into the skin and just kind of gives that radiance. I use it every single day."
EASY MAKEUP TUTORIAL (that actually looks quite glam) | JAMIE GENEVIEVE
"Prepping skin with Skin Nova, I just work that into my fingertips and then into my skin. This hydrates skin so much and I like to really massage it in and give my skin that love. It's a really stretchy texture, really cushioning, very hugging to the skin, really really hydrating."
7 HIGH MAINTENANCE THINGS I DO TO BE LOW MAINTENANCE | JAMIE GENEVIEVE
"This primer hydrates skin by 202% so it is unbelievable, it's definitely like almost more skin care than makeup. I use it every single morning whether I'm doing makeup or not and after 48 hours your skin moisturization levels are still boosted by 30% so it's a product that works over time and instantly."
BOOK CLUB (SM*T CLUB) MAKEUP TUTORIAL | JAMIE GENEVIEVE
"Skin Nova is a number one best seller, but one of the reasons that I love this product, and you love this product, is because of how well it works. Obviously with Vieve products, but it works well with all products. I've got Nars and Huda that I'm going to be using on my face today, and Skin Nova works so beautifully underneath. If you've not tried it before, I just really need you to try it. We actually have little 10 mil travel sizes as well, so if you want to try it before you get the full size you can do that. It's a fun little present as well if you're buying any gifts for anyone."
"Because it's nice and creamy, I love just taking a clean eyeshadow brush and making sure that's nice and blended, no creases, go around our smile line. It basically lets the makeup melt into your skin a little bit before you then go in and set. This is going to make your skin look flawless, like airbrushed. You can see a little bit of texture, the powder just takes that away. I really think it is the finish of the skin that makes something look bridal, and it's usually because there's a bit more powder involved."
Approved
83%Guru Score
Serums2 reviews
"Using this as a first step, my beloved Bio Effect EGF serum. I've used this for a long time now, I want to say over a year. I wouldn't be without it. I use it morning and night. This is the big version; I think the normal version is 15 ml. You need four drops. I pat it into my skin before I do anything else. After the needling, it's phenomenal. It is a really simple formula, but it's very, very potent and good at what it does. I will recommend this forever."
Approved
62%Guru Score
All 4 takes on EGF Serum
5 THINGS TO START YOUR YEAR OFF RIGHT | JAMIE GENEVIEVE
"Using this as a first step, my beloved Bio Effect EGF serum. I've used this for a long time now, I want to say over a year. I wouldn't be without it. I use it morning and night. This is the big version; I think the normal version is 15 ml. You need four drops. I pat it into my skin before I do anything else. After the needling, it's phenomenal. It is a really simple formula, but it's very, very potent and good at what it does. I will recommend this forever."
RECREATING MY MOST POPULAR VIDEO (night out makeup tutorial) | JAMIE GENEVIEVE
"I just put my Bio Effect EGF Serum. I talk about it all the time. I'm not sponsored by them. I just like I love it so much. The most incredible serum. There's so many people talking about it just now as well cuz of how good it is."
10 BEAUTY TIPS (that are actually realistic) | JAMIE GENEVIEVE
"I love the EGF Serum. It's really expensive, but it's fantastic. I do use both. You just need four drops. I do put my EGF Serum on every night before my LED mask. I've been doing this, and it really works. I haven't had Botox in absolutely ages. There's growth factors which are active in themselves, but it's not like a reactive thing. It's not super strong. It's not resurfacing. It's not retinol."
BEAUTY, HAIR, BOOKS & BEING A TODDLER MUM | JAMIE GENEVIEVE
"I've also got the EGF Serum. This is a game changer. Directly onto your face, rub it in, put it on damp skin. So use like an essence or something first. This is growth factors. If you know what growth factors are. If not, look them up because this stuff is phenomenal and there's barely any ingredients in this. It really all is all about the technology. I'm obsessed with this stuff."
"This Olaplex oil, I have been using it so much every day and hardly anything's used, perfect size for travel. I've been using this every day on my hair because I've been washing my hair every day, so I'm frizzy at the moment, but this oil is really, really helping keep it under control, and it's actually a heat protectant. I've enjoyed putting this through my hair at the start of the day before we go in the sun, and then after I wash it, just to try and tame some frizz. It's a really lovely oil."
Approved
78%Guru Score
Supplements2 reviews
"I love using this at night as well. This is the Paula's Choice Pro Collagen Peptide Plumping Moisturizer -- really nice, kind of lightweight texture. I put that on and bring it right through my neck, and I do the same thing I do in the morning and just give a little massage."
Approved
76%Guru Score
"I've also got the Anua PDRN Hyaluronic Acid Capsule 100 Serum. This brand's unbelievable. Give it a go."
Approved
80%Guru Score
Acne1 review
"If I ever got a really angry spot on my face, I'll put a clear spot patch on like the COSRX ones, and I'll do this on top. And it works amazing."
Approved
71%Guru Score
All 2 takes on Acne Pimple Master Patch
10 BEAUTY TIPS (that are actually realistic) | JAMIE GENEVIEVE
"If I ever got a really angry spot on my face, I'll put a clear spot patch on like the COSRX ones, and I'll do this on top. And it works amazing."
BEAUTY, HAIR, BOOKS & BEING A TODDLER MUM | JAMIE GENEVIEVE
"These are the COSRX acne patches. These have such good reviews online. I do actually think that getting good ones makes a difference. I've tried the cheap ones and these are the best."
Blush & Bronzer1 review
"This is my medium Modern Bronzer which is having a resurgence. We've recently had a couple of people try it out for the first time and realize that it's the best powder bronzer in the plan."
Approved
84%Guru Score
Concealer1 review
"This concealer is such a multitasker. It's infused with hyaluronic acid so it's really hydrating, but the finish is what makes it really special to me. It's not a super glowy concealer that's going to slide around everywhere; it's a really modern radiant finish that really lasts amazing on the skin. You can either mix it with skin care and then put it on like a BB cream, but I really like to use it concentrated on my face first and then just buff it out. It's got really good coverage so you can go full coverage with this if you need, but if your skin's feeling great and you don't feel like you need too much coverage it goes a long way. The finish really doesn't look like makeup when you wear it like this. It just looks really fresh."
Approved
84%Guru Score
All 2 takes on Modern Radiance Concealer
EASY MAKEUP TUTORIAL (that actually looks quite glam) | JAMIE GENEVIEVE
"I'm going to take my Modern Radiance Concealer, which is still hydrating but we've got a bit more of a kind of satin finish almost demi matte."
7 HIGH MAINTENANCE THINGS I DO TO BE LOW MAINTENANCE | JAMIE GENEVIEVE
"This concealer is such a multitasker. It's infused with hyaluronic acid so it's really hydrating, but the finish is what makes it really special to me. It's not a super glowy concealer that's going to slide around everywhere; it's a really modern radiant finish that really lasts amazing on the skin. You can either mix it with skin care and then put it on like a BB cream, but I really like to use it concentrated on my face first and then just buff it out. It's got really good coverage so you can go full coverage with this if you need, but if your skin's feeling great and you don't feel like you need too much coverage it goes a long way. The finish really doesn't look like makeup when you wear it like this. It just looks really fresh."
Sunscreen1 review
"I absolutely love this but the spray broke and we've got quite a lot left in there. When I opened it to pour it on my hand I obviously poured out way too much because it's an oil. It smells unreal, so good. Face hasn't burnt at all and I've been using this and putting sunscreen on top. It's a bit thin and it is very very oily, which made me scared to use it because I can't think how this wouldn't make my skin burn, but I do like it. I really really want to try the other things that they've got."
Approved
73%Guru Score
Tech1 review
"I have been using this every single night. You charge it up with USB-C and I do it every night before I go to bed. It's got four settings, four different colors: red, orange, yellow, green, and then a combined setting of all of them. The battery life is amazing. I've charged it one time and I can see a difference in my skin. I think I can see a big difference in the tone of my skin more than anything. These are dead popular just now and I can see why, but I love mine."
Approved
89%Guru Score

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Jamie Genevieve is not affiliated with, and does not endorse, The Guru Index. Every quote on this page comes from their public YouTube videos, linked at the timestamp. Verdicts and approval stats are our editorial read of what they said. "Guru" is a title we award, not a sign of any affiliation.