The Guru Index›Gurus›Jamie 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 Is She 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
83Products
77 yay99% approval rate
1 nayA few she would skip
1 hot takesWhere she breaks from the pack

Jamie Genevieve, in short.

What does Jamie Genevieve recommend?

Jamie Genevieve has reviewed 83 products. Of the ones she gives a clear yes or no to,she approves 99%. The products she rates highest and brings up most are Curel Deep Moisture Spray, Rhode Glazing Milk Ceramide Facial Essence and Benefit 24-Hour Brow Setter Clear Brow Gel.

Which moisturizers does Jamie Genevieve recommend?

She has reviewed 9 moisturizers and approved 8 of them. The ones she rates highest are La Roche-Posay Cicaplast Baume B5, Rhode Barrier Butter Intensive Moisture Balm and L'Oreal Age Perfect Cell Renewal Midnight Cream.

Which eye makeup does Jamie Genevieve recommend?

She has reviewed 8 eye makeup and approved 6 of them. The ones she rates highest are Benefit 24-Hour Brow Setter Clear Brow Gel, Benefit Gimme Brow+ Volumizing Eyebrow Gel and Benefit Goof Proof Brow Powder.

Which haircare products does Jamie Genevieve recommend?

She has reviewed 7 haircare products and approved 7 of them. The ones she rates highest are Living Proof Perfect Hair Day Advanced Clean Dry Shampoo, Living Proof Scalp Care Density Serum and Redken Acidic Bond Repair Shampoo.

Which mists and essences does Jamie Genevieve recommend?

She has reviewed 6 mists and essences and approved 6 of them. The ones she rates highest are Curel Deep Moisture Spray, Rhode Glazing Milk Ceramide Facial Essence and Charlotte Tilbury Magic Hydrator Mist Radiant Skin Rescue Essence.

What does Jamie Genevieve say no to?

She has skipped 1 of the 83 products she has reviewed. The ones she is clearest about are Stanley Cup 20 oz Cream.

What they review most.

Jamie Genevieve's hot takes.

Products where their take diverges from the rest of the gurus.

Jamie Genevieve: Nay vs gurus 68% Yay
I stopped using it because it kept on spilling.

Every review.

All 83 products Jamie Genevieve has reviewed, grouped by product type. Click a product to see the full guru consensus.

All takes Yay takes Nay takes Against the gurus
Moisturizers9 reviews
"I stopped using it because it kept on spilling."
✕Nay
68%Guru Score
"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."
✓Yay
92%Guru Score
"I'm going to use another Paula's Choice, this is the Pro-Collagen Peptide Plumping Moisturizer, really nice kind of lightweight texture. I'll put that on, bring it right through my neck and I do the same thing that I do in the morning and just give a little massage."
✓Yay
76%Guru Score
"When my skin is feeling dry I love putting a clusive layer over my skincare, so Rhode Barrier Butter is so nice, it's so good, so thick."
✓Yay
87%Guru Score
"I'm going to use the L'Oreal Age Perfect Cell Renewal Midnight Cream, this is all I'm using at my face at the moment because I'm very very dry."
✓Yay
75%Guru Score
"This is for super sensitive skin. I don't really have super sensitive skin, but my skin likes using products like this. I think it's just no fuss. This cream is phenomenal. It's like an airtight component with a bag inside. So as you use it, it shrinks. If you've got sensitive skin or your skin's freaking out, I had perioral dermatitis for a minute, one and a half years ago. And I use nothing but this for a few weeks for it to go away and it's never come back. So it's so good for sensitive skin."
✓Yay
83%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."
✓Yay
76%Guru Score
"I've been using the F-Balm, which is the electrolyte water facial, this every night, every night, and actually through the day as well if I'm not wearing makeup. My skin has never looked like this in my life."
✓Yay
70%Guru Score
"I'm going to use the Lotus Youth Preserve Dream Face Cream and I'm just going to put a nice layer of this on to lock all of that in and that smells good too. [...] Your skin is always so dry because of having the heating on and going from cold to hot and that feels great. I'm excited to see the results."
✓Yay
80%Guru Score
Eye Makeup8 reviews
"I'm going to use my beloved geo glue. And I'm just going to take my time. So, look, they're like tiny little sprigs of lash. And because they're so small, the glue dries pretty quick. So, I can just pop them on. I'm actually going to take some of that duo glue on the back of my hand. Not ideal to get off, but it makes it so much faster. And then I can just dip into the glue on my hand and then apply the little lash."
~Mixed
75%Guru Score
"Making sure that you don't have skin care anywhere near your brows makes a huge difference to how the product applies. It's just much more pigmented and long lasting and not slippy and not too shiny."
✓Yay
74%Guru Score
"I have tried it already and it is fab. My only gripe is that it's a plastic brush and I always struggle with a plastic brush, but this mascara is really really nice. Definitely better than her previous mascara, the Legit Lashes is kind of notoriously difficult to get off, this one is not. It 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."
~Mixed
64%Guru Score
"This is my favorite trick. Shade number six is almost like Black, but when I use this it makes my eyebrows look much more dimensional. So I just go through them when my brows are still wet with the brow gel and you see the difference. I'm taking my time so that I don't get any product on my skin. [...] I've got really sparse areas that I need to fill in, but I actually like that it's not too strong. I think if I did it too heavy and too dark it would not look very good."
✓Yay
78%Guru Score
"This is pretty new and it really reminds me of when I used to use powder in my brows all the time"
✓Yay
84%Guru Score
"I love our mascara. That is how easy mascara should be to get off. Warm water. Break it down."
✓Yay
81%Guru Score
"I'm going to use the Kosas Air Brow Tinted Brow Gel in the shade dark brown and it just kind of bulks the brow out a little bit but there's no harsh lines or anything that goes with the makeup really nice. Skipping brow pencil, especially when you're using a darker brow gel, can look really natural but still defined."
✓Yay
Notverified
"These eyeshadows blend really easily. [...] It's almost like a kind of deeper bronzer shade so it works really well for shaping the eye."
✓Yay
83%Guru Score
Haircare7 reviews
"I used my Living Proof scalp care density serum. I love me some scalp care."
✓Yay
81%Guru Score
"I'm going to use the Living Proof Perfect Hair Day Advanced Clean. This stuff's great. My hair is only 2 days old but it's a bit greasy because I went for a facial and I got oil in it. This dry shampoo really is the best. I like the other one as well that they do but that Advanced Clean, it's like more powerful."
✓Yay
83%Guru Score
"Redking shampoo acidic Bond concentrate"
✓Yay
84%Guru Score
"I got the K18 Heat Bounce Conditioning Heat Protectant because heat protectant is actually one place that I am not always great. I don't always use it. So I wanted to get a really nice one that had great reviews so I can look after my hair."
✓Yay
78%Guru Score
"The other thing, and I've got them everywhere, is a hair towel. These are the Kitsch ones. I love them. I actually just got a new one. [...] So this is slightly different. It's not like a turban towel with a button. It's like this. Whenever I travel and if I forgot to bring my own one, I'm always like, it's also just better for your hair in general."
✓Yay
82%Guru Score
"The tool I'm going to use is the ghd Duet blow dry, it's absolutely phenomenal. I love it. When I do my hair like this it lasts ages, maybe like 5 days out of it."
✓Yay
83%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."
✓Yay
83%Guru Score
Cleansers6 reviews
"I like that cleanser. I actually really like it when I'm traveling particularly. It's just simple. So it's the INKEY List fulvic acid. It just gets everything off. It feels like quite a deep cleanse."
✓Yay
74%Guru Score
"I absolutely love it. If you are looking for a foaming cleanser, you can see the texture. It's like super thick. You only need a little amount. Look so foamy. Hyaluronic acid and [panthenol], which are just two nice like hydrating, calm ingredients. And I just take my time and go right around and really massage that in. Make sure I get my hairline. But it's like a really rich foam, which is so good. Really gentle, right? And then I get water and then really foam that up."
✓Yay
77%Guru Score
"Another great one for this step is the Elmus Pro Collagen Makeup Melting Cleansing Balm, which is like an oldie but a goodie, but I've been desperate to try this brand properly. It's one of those brands that you like keep for nice, but I'm trying not to do that ever because life's short."
✓Yay
79%Guru Score
"The BIOEFFECT Facial Cleanser is phenomenal for people that wear makeup. It melts everything away."
✓Yay
71%Guru Score
"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."
✓Yay
75%Guru Score
"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."
✓Yay
69%Guru Score
Mists & Essences6 reviews
"I've got a Dr. Althea cream face spray. It's such a nice, hydrating spray."
✓Yay
60%Guru Score
"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."
✓Yay
75%Guru Score
"This Curel moisture mist, I mentioned this a while ago and I've heard a few people message me saying it is so great for just spraying on your face before you go to bed, really nice under makeup as well. It's just really hydrating and it's very, very calming on the skin for dry sensitive skin. So if anyone's got reactive skin I think you'd really like this. It just feels lovely."
✓Yay
92%Guru Score
"It is so hydrating and my skin texture has been so smooth"
✓Yay
76%Guru Score
"This is almost like a face spray, like a skincare face spray. I use the Fresh Vitamin Nectar all the time, I love it. I feel like this is their answer to that. So hyaluronic acid matrix, niacinamide, Japanese kombu extract for radiance and vitalizing hydration, oxygenating skin energizer, smoother younger looking skin, and pollution defense. Charlotte Tilbury likes to hit it from all angles. Really nice fine spray and that smells like something already that they've got."
✓Yay
84%Guru Score
"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."
✓Yay
79%Guru Score
Serums6 reviews
"The summer Fridays Heavenly 16 facial oil love that"
✓Yay
84%Guru Score
"I've also got the Anua PDRN Hyaluronic Acid Capsule 100 Serum. This brand's unbelievable. Give it a go."
✓Yay
71%Guru Score
"I think I've got BYOMA Phyto-Mucin Hydrate + Plump Glow Serum. This is great. Super affordable as well. When I see the ingredient panel, I know that my skin's going to love it."
✓Yay
85%Guru Score
"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."
✓Yay
62%Guru Score
"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."
✓Yay
66%Guru Score
"I've got the oil infused serum I actually got two of these on my Des"
✓Yay
77%Guru Score
Masks & Peels5 reviews
"I'm reintroducing actives because my skin was looking really congested. I have figured out the best way to use this: 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 the area around my nose. I used to do the opposite, I used to get my pad and dig in around there, and I do not need it -- it made my skin so sensitive. I don't really go around my mouth either."
✓Yay
89%Guru Score
"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."
✓Yay
61%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."
✓Yay
82%Guru Score
"Jack did my hair, like I said yesterday. [...] He's been obsessed with it. [...] I got an Olaplex mask on my hair after it was colored. It looks and feels amazing. It's so shiny."
✓Yay
85%Guru Score
"Because I've done the Kate Somerville exfoliating my skin is super smooth this highlight is just going to sit unbelievably on top"
✓Yay
75%Guru Score
Other5 reviews
"Got2b Glued just helps with my flyaways."
✓Yay
84%Guru Score
"I saw on Black Friday there was a deal on Pampers and I got them and they're so good, they're like soft, soft nappies."
✓Yay
83%Guru Score
"The BabyBjörn bouncer, she'd really miss not having this. She loves sitting in it. When me and Jack are eating our breakfast or eating her dinner, when I'm getting ready in the morning, she just is really comfy in this. It comes with a carry case and packs down flat which is great for travel."
✓Yay
84%Guru Score
"This is a white noise machine that has like a bit of a light as well. The light's not very bright but you can control it from your phone. It's got loads of different noises and it's just nice. It's very very light. I use this a ton. I think we'll use it in here when she moves into this room. It's from Hatch and I just got it on Amazon."
✓Yay
85%Guru Score
"I've actually looked and they're sold out at the moment, but this is it here. And see inside, it's got purple amethyst [...] and black tourmaline. It's a very nice experience. But see, because it's been freezing, I've just had it on a low heat and I sit on it all the time and I'm obsessed with it."
✓Yay
85%Guru Score
Sunscreen5 reviews
"I'm going to use the Kosas DreamBeam, which is the comfy smooth sunscreen. This is quite new to me but it's so beautiful. I love the needle nose and this works really really nicely with all the skin care underneath. It just melts in, there's no pilling, there's no moving around."
✓Yay
75%Guru Score
"I've been using Anthelios SPF50 on my face and then I spray the top up. So good, so good."
✓Yay
80%Guru Score
"Vacation Chardonnay Glow Oil SPF 30, I really like it. It's nice, but 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. [...] We were nervous about getting burnt, so we bought this one at the shop."
~Mixed
65%Guru Score
"I wish I had brought Sol de Janeiro Rio Radiance SPF50 Body Oil, 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, so I really really like this but it broke. [...] It smells so good, and just for the face, ten out of ten as always, so good. Face hasn't burnt at all, and I've been using this and putting my foundation on top."
✓Yay
73%Guru Score
"This is the Thank You Farmer Sun Project water sun cream. I got the big one. So, this is 100 ml and I'm just going to put it next to my flipping makeup station so I remember to put it on. This is a lovely SPF. [...] I had this before and I wanted it again."
✓Yay
82%Guru Score
Body & Tan4 reviews
"I smell fresh to death. I'm like buzzing about it in the scent. It smells like a bougie perfume. [...] I don't need it with me because it just works. But if anyone's in the market for like a nice deodorant, I'm really shook by it. The technology and the science behind it is great. And I think the brand's really really cool. The way that they started the brand was they gave out the deodorant to all their friends on Broadway in the West End and everyone's obsessed with it."
✓Yay
76%Guru Score
"I got a free little sleepy body lotion which I love the smell of that."
✓Yay
80%Guru Score
"I'm obsessed though with the Necessaire Deodorant Gel, it's amazing, it's so good."
✓Yay
80%Guru Score
"The products are so good. I've actually got the body oil of this range right now and I'm loving it. The smells are amazing. You get a little set with the cream, the shower gel, and the body mist. The scent's so good. The 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. They're not just a body mist brand and they're not just a bum bum cream brand. The products are so good."
✓Yay
63%Guru Score
Foundation4 reviews
"We're going to be using the light reflecting foundation instead in the shade Santa Fe. Yes, this is going to work. [...] I actually have mixed these foundations together before and I know this one is really nice."
✓Yay
74%Guru Score
"I've got the new Hourglass Veil Hydrating Skin Tint Foundation to try."
~Mixed
78%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."
✓Yay
76%Guru Score
"The texture of this is so dreamy and gorgeous. Underneath makeup you can see it's much thicker, and when I put it on you'll see that golden hue, but once you rub it into your skin it just melts away. I'm going to massage it in, and you'll feel that the texture is different. It's so luxurious and buttery, it's really like a hug for your skin. It's still so glowy, but it's less reflective, maybe less shiny. It's so cushioning on the skin."
✓Yay
81%Guru Score
Fragrance3 reviews
"I've never had so many compliments in my life. It's called Amouage Guidance so Guidance is the name and Amouage is the brand, it's a brand from Oman. 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 feel like if you know me well by now you kind of know what kind of scents I like, it fits in that bracket for sure."
✓Yay
80%Guru Score
"I love their candles. They've got diffusers I've not tried yet but I really want to. They've got fragrances and there are so many for me that I love but this is By The Fireplace, which is so the fragrance description is burning wood and chestnut. It is very kind of caramelly vanilla but it's got that smokiness to it as well. You can get the kind of normal size, get little 15 mls which are amazing little handbag sizes. I love this brand. I think it's beautiful."
✓Yay
84%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."
✓Yay
73%Guru Score
Lip3 reviews
"I use the Gisou hair mask. It's lovely, it's very very rich, so if you've got fine hair it might be a bit heavy, but it's great on my hair."
~Mixed
77%Guru Score
"I'm going to use our satin slip lipstick before I blend all this in in the shade nighty which was sold out for the longest time it was out of stock for so long but it's back and I love that it's like a pinky nude it's so wearable."
✓Yay
68%Guru Score
"I'm just going to use some of the Summer Fridays Lip Butter Balm, it's really nice."
✓Yay
71%Guru Score
Powder & Setting3 reviews
"A powder I've been really liking is the Huda Beauty Easy Bake in Banana Bread."
✓Yay
70%Guru Score
"I'm going to take the Easy Bake and banana and I'm just going to pat that in the center. Both powder is lovely. I don't mind the fragrance. I see quite a lot of people talking about fragrance and it being too strong but it doesn't bother me."
✓Yay
84%Guru Score
"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."
✓Yay
80%Guru Score
Concealer2 reviews
"I'm going to use modern Radiance cream concealer I'm going to use the shade M1"
✓Yay
75%Guru Score
"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."
✓Yay
83%Guru Score
Eye Care2 reviews
"This is Allies of Skin Peptides & Omegas Firming Eye Cream. I really love this brand. It makes your eyes so bright and really clear and it just feels like hydrating. I don't really have dry eyes but this is really nice eye cream. It's a really nice texture and it's not too thick so it's nice for makeup but just getting that hydration in is really important. I really like it."
✓Yay
89%Guru Score
"With my eye cream, I'm going to use the Drunk Elephant C-Tango Multivitamin. I love this. Since having know me, I just feel like I need eye cream more than ever. My eyes feel dry and not good."
✓Yay
78%Guru Score
Tech2 reviews
"I have been using every single night. You charge it up [...] with a USB-C, I do it every night before I go to bed. It's got four settings so four different colors, [...] red, yellow, orange, green, and then the combined of all of them. [...] The battery life's amazing, I've charged it one time. I can see a difference in my skin, I really do."
✓Yay
90%Guru Score
"I really like my Dr. Dennis Gross DRx SpectraLite FaceWare Pro, but she said this one that she's given me is the best one ever."
✓Yay
69%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."
✓Yay
77%Guru Score
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."
✓Yay
83%Guru Score
Primer1 review
"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."
✓Yay
83%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 her public YouTube videos, linked at the timestamp. Verdicts and approval stats are our editorial read of what she said. "Guru" is a title we award, not a sign of any affiliation.