After the success of her Glasgow pop-up last year, Jamie Genevieve has bought her VIEVE roadshow to Covent Garden from the 23rd of March – 2nd April 2022.
20 Floral Street, Covent Garden, London, WC2E 9DS
As a huge fan of VIEVE I was incredibly excited to be able to shop the products in store for the first time since the brand launched in November 2020, but I was equally just excited when Jamie announced she would be doing three masterclasses during her time in London.
Opening the pop-up with a bang, Jamie was joined by skincare industry expert Caroline Hirons for an hour-long panel talk about all things beauty with a Q&A at the end.
The second masterclass to take place was with Beauty journalist Sali Hughes. Sali interviewed Jamie about the journey of VIEVE, where the brand is going and what exciting launches the brand has coming up. This was a great evening to get to know Jamie and VIEVE better and was the first time Jamie has sat and spoke about the journey of VIEVE since first launching in 2020.
Ending the week, Jamie herself hosted an intimate makeup masterclass where she created a show-stopping grungy makeup look using all VIEVE products and showcasing their newest launch. On arrival all attendees were given a glass of prosecco and treated to a goody bag with products from VIEVE, The Inkey List, Urban Decay and Face Gym. After all events were finished, ticket holders were treated to an exclusive after-hours shopping experience where Jamie would help pick out products, apply makeup and take photos in the dedicated photo area.
Unlike the normal pop-up shop, VIEVE made this a one stop shop for all your beauty needs hosting residences with friends of the brand Face Gym, NAF!, Jack Baxter, GHD, Psychic Sisters & Mathilda Lundin. All attendees were able to book in and receive redeemable or complimentary appointments hosted in the homely eventing space in the basement which was especially curated for the events.
VIEVE’S pop-up was exactly how I would have imagined. The shop gave a boho, yet sophisticated feel and all products were immaculately placed on shelves around the shop making it easy to try the whole range.
Jamie also had a surprise for her customers with the launch of her makeup brushes. Customers of the VIEVE pop-up were able to purchase the full set of brushes before they launched online as well as get their hands on the limited-edition VIEVE sweatshirts and hairclips (no shocker I bought all three).
If you’re a big fan of VIEVE, makeup or just want to try a new brand I can’t recommend VIEVE enough. It’s an incredible brand with high quality, affordable products that are guaranteed to work for all skin types. With a huge range of colour products to purchase as well as their new vegan and cruelty free makeup brushes there truly is something for everyone.
The VIEVE pop-up only has a few days remaining however they still have spaces available for their GHD, NAF! and Face Gym residences. Jamie herself is working at the pop-up and you will find her applying makeup, taking selfies with customers or behind the till popping through sales.
If you’re in the area go and have a look, it’s a great afternoon out.
By Georgia Hollis
Find out more information about the VIEVE Covent Garden pop-up here.