I quit my job in Debenhams for makeup side hustle – now I’m a multi-millionaire and travel the world | The Sun

I quit my job in Debenhams for makeup side hustle – now I’m a multi-millionaire and travel the world | The Sun

November 1, 2022

A MAKE-UP fanatic has turned her passion for cosmetics into a lucrative career – and is now a multi-millionaire.

Influencer Jamie Genevieve is a social media phenomenon who posts beauty tips online and has her own make-up range called Vieve.

The 29-year-old has amassed an army of 1.4million followers who swear by her easy-to-follow tutorials where she shares tricks to achieve her signature look.

Jamie was working on a beauty counter at Debenhams in Glasgow when she started posting on Instagram and YouTube.

She eventually quit her shop job to focus on her social media channels full time and travels the world promoting herself and her products.

The make-up pro initially set up a studio at her kitchen table, and her now husband Jack McCann quit his job as a bricklayer to become her editor.

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Brands soon got in touch asking her to plug their products and stores including Harrods now stock her branded line, including £21 lipsticks.

Taking her success to the next level, Jamie yesterday sold a minority stake in Vieve for £5.5 million.

Only founded two years ago, the cosmetics line promotes veganism and cruelty-free products.

It is already predicted to rake in more than £10 million by next year as it targets key target markets including the United States, Australia and the Middle East.

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Jamie told The Times: "I love hearing stories about everyone’s unique experiences with beauty.

“I feel a responsibility to the beauty community to ensure Vieve is delivered to give each person the best experience possible, tailored to their uniqueness.

“We’re pleased this latest round of investment will enable us to take this message further across the world.”

And the influencer, real name Jamie Grant will retain a majority ownership stake in Vieve.

Speaking previously about her success, she said: "I technically have more followers than the population of Glasgow. Whenever I'm out the house, I'm guaranteed to bump into a few people who know who we are and what we do.

"I never started doing this for wanting millions of followers – not that I don't want them. But I'm delighted it all happened naturally.

"I just wanted to do my make-up stuff and have a good time, then it turned into a job and something a bit more than that."

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