“For the last two years, I’ve been working on the brand full-time alongside being a digital creator which has been hard, but the hardest part was keeping the secret. The process took a long time because I had a strong vision of how I wanted the products to perform, look and feel.”

But what’s Genevieve’s favourite product out of the bunch? “Oh, this is so hard!” she says, when we ask.

“It really does change every day depending on my mood and how I want to feel that day. Today my favourite is the Modern Lip Definer in Brat, £15. I have very minimal make-up on and I used Brat to enhance my natural lip line, then blended it with a touch of lip balm. It’s my go-to ‘no make-up, make-up’ lip look.”

Genevieve tells us that it was The Essential Palette, a collection of 10 eyeshadows that took the longest time to develop. “Having worked with so many different eyeshadows, I learned that there’s such a fine balance of pigment, blend-ability, build-ability and quality ingredients to make a beautiful formula,” she explains. “It took a while to get it right and countless submissions, but we got there.”

A look at every product in Jamie Genevieve’s make-up brand VIEVE