Eversheds Sutherland advises VIEVE on strategic investment to accelerate brand growth

Founded in 2020 by Jamie Genevieve, VIEVE has rapidly established itself as a disruptive force in the beauty industry, and has celebrity fans including Claudia Winkleman, Dua Lipa and Nicole Kidman.

The investment will fuel VIEVE’s next phase of growth, supporting expansion into new retail opportunities and international markets, including the US, and continued innovation in product development.

The Eversheds Sutherland team was led by corporate Partner Lizzy Tindall and comprised Associates Danielle Gibbon and Laura Herd (both corporate) and Principal Associate Matthew Cummings (Tax).

Lizzy Tindall, Partner, Corporate, Eversheds Sutherland said:

“It’s been a real team effort working alongside Jamie and VIEVE on this transaction. Piper’s investment gives the brand the backing it needs to continue on its journey of exciting growth and strategic expansion. We’re thrilled to have played a part in supporting that vision.”

Jamie Genevieve, Founder and CCO of VIEVE, said:

“We are grateful to Lizzy and the wider Eversheds Sutherland team for their invaluable support during this process. I’m delighted that Eversheds Sutherland have played a part in supporting VIEVE’s next chapter and I look forward to working with them as we continue the VIEVE journey.”

Earlier this year, Eversheds Sutherland was recognised as one of the top global law firms for mergers and acquisitions (M&A) deals in the first half of 2025.

According to the latest report by the London Stock Exchange Group (LSEG), the firm ranked ninth globally for the number of announced and completed deals, reaffirming its position as a leading advisor in the M&A sector.

Recent hires into the firm’s Corporate Finance practice this year include partners Simon Arlington, Laura Marcelli, Sara Gerling, Martin Corrigan, Kashif Siddiqui, Torsten Volkholz, Pieter Paul Terpstra, Marc van Beuge,  Alex McCarney, Kristof Slootmans and Matthias Kiesewetter.