Eversheds Sutherland Advised VIEVE On Strategic Investment To Accelerate Brand Growth
Eversheds Sutherland advised VIEVE on strategic investment to accelerate brand growth
The major global law firm, Eversheds Sutherland has advised VIEVE, the fast-growing British artistry-led make-up brand, on a strategic investment by consumer specialist investor Piper.
Founded in 2020 by Jamie Genevieve, VIEVE has quickly emerged as a disruptive player in the beauty industry, attracting a strong following and celebrity fans including Claudia Winkleman, Dua Lipa, and Nicole Kidman.
The investment will support VIEVE’s next phase of growth, including expansion into new retail channels and international markets—particularly the United States—as well as continued innovation in product development.
Commenting on the transaction, 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, added,
"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, ranking ninth globally for the number of announced and completed deals in the first half of 2025, according to London Stock Exchange Group (LSEG) data.
The Eversheds Sutherland team advising on the transaction was led by Lizzy Tindall (Partner, Corporate), with support from Danielle Gibbon (Associate, Corporate), Laura Herd (Associate, Corporate), and Matthew Cummings (Principal Associate, Tax).
Eversheds Sutherland is a major global corporate law firm that provides a full range of legal services to a diverse international client base, from medium-sized businesses to large multinational corporations. It is a result of a combination between UK-based Eversheds LLP and US-based Sutherland Asbill & Brennan LLP in 2017.
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