VIEVE
Learn more about our scoring →
About VIEVE
VIEVE positions itself as a performance-focused makeup brand in the competitive UK beauty market, emphasizing vegan formulations and cruelty-free standards since its 2020 launch. The independent brand distinguishes itself through high-pigment essentials designed for versatility, targeting consumers seeking both ethical credentials and professional-grade color payoff across mascara, eyeshadow, lip products, and complexion categories.
The brand's sustainability profile reveals a concentrated approach to animal welfare commitments while showing significant gaps in environmental disclosure. VIEVE demonstrates verifiable performance in social impact through its partnership with Beauty Banks, contributing measurable community support through product donations and staff engagement. However, the brand's environmental transparency remains limited, with no public disclosure of climate targets, sustainable packaging initiatives, or supply chain auditing programs that would typically characterize comprehensive sustainability leadership in the beauty sector.
The Good Stuff
Where VIEVE appears to be making meaningful progress. We cross-referenced these findings with multiple independent sources.
Brand-Declared Vegan Product Range
Maintains self-declared 100% vegan formulations across all makeup categories, consistently communicated through brand channels and industry directories
Third-Party Cruelty-Free Verification
Holds independent cruelty-free certification ensuring no animal testing protocols are used in product development or ingredient sourcing processes
Measurable Social Impact Partnership
Demonstrates community commitment through Beauty Banks partnership, contributing 7,900 toiletry units to 120 UK charities with additional staff volunteering and promotional support
The Reality Check
Areas where the publicly available data gets murky, incomplete, or concerning. We're transparent about the limitations of our analysis.
Environmental Action Void
Shows no disclosed initiatives for climate action, water stewardship, biodiversity protection, or sustainable packaging innovation across all environmental impact areas
Supply Chain Opacity
Lacks public disclosure of labor standards, supply chain auditing protocols, or certification programs that verify ethical sourcing and manufacturing practices
Ingredient Safety Transparency Gap
Provides no publicly available ingredient transparency reports or third-party safety assessments despite operating in the regulated cosmetics market
VIEVE's
Impact Aura
A visual representation of VIEVE's positive impact
across People, Planet and Animals
Each colored area represents the brand's performance in that sustainability category. The size and intensity of each blob corresponds to their score—larger, more vibrant areas indicate stronger performance.
Our Research
Key findings from our comprehensive analysis of VIEVE's sustainability performance across People, Planet & Animals impact.
Positive Impact on People
Research Highlights
- Social impact partnership with Beauty Banks demonstrates measurable community engagement through 7,900 toiletry units donated to 120 UK charities
- Marketing integrity supported by independent cruelty-free certification, while vegan claims rely on brand declarations rather than third-party verification
- Staff volunteering and promotional support strengthens charitable partnership commitment beyond financial contributions
- Ingredient safety transparency remains undisclosed with no publicly available third-party safety assessments
- Labor practices and supply chain auditing show complete absence of public disclosure, though this does not necessarily indicate poor practices
Evidence Strength
Strong documentation for social impact initiatives and cruelty-free verification, moderate evidence for vegan claims based on brand statements, significant gaps in ingredient safety and labor standards disclosure
Positive Impact on Planet
Research Highlights
- Climate action shows no disclosed emissions targets, renewable energy commitments, or carbon reduction initiatives
- Sustainable packaging commitments lack recent formal disclosure or material innovation programs
- Water stewardship programs show no evidence of conservation initiatives or facility-level management
- Biodiversity protection demonstrates no partnerships, habitat conservation, or environmental restoration support
- Chemical responsibility limited to anecdotal safety claims without formal green chemistry policies
Evidence Strength
Minimal documentation across all environmental criteria with no verified third-party environmental certifications or reporting systems in publicly available materials
Positive Impact on Animals
Research Highlights
- Complete vegan formulation across 100% of product range declared through brand communications and statements
- Cruelty-free certification through independent third-party verification ensures no animal testing protocols
- Vegan status communicated consistently across industry directories and brand communications
- Wildlife conservation support shows no disclosed partnerships or habitat protection initiatives
- Animal-derived ingredient sourcing standards remain undisclosed despite vegan positioning
Evidence Strength
Excellent third-party verification for cruelty-free claims, moderate evidence for vegan claims through brand declarations, limited evidence for broader wildlife impact or conservation initiatives
See the Receipts
We don't just make claims—here are the official certifications that prove VIEVE's sustainability commitments.
Frequently Asked Questions
Is VIEVE sustainable?
VIEVE demonstrates strong performance in animal welfare through self-declared vegan formulations and verified cruelty-free certification, plus meaningful social impact via charitable partnerships. However, the brand shows significant gaps in environmental transparency, with no disclosed climate targets, sustainable packaging initiatives, or supply chain auditing programs that characterize comprehensive sustainability leadership.
Is VIEVE cruelty-free?
Yes, VIEVE holds independent cruelty-free certification through third-party verification, ensuring no animal testing is conducted on ingredients or finished products throughout their development process.
Are VIEVE products vegan?
VIEVE declares 100% vegan formulations across their complete product range through brand communications and statements, though this is self-declared rather than verified through independent third-party certification.
What sustainability certifications does VIEVE have?
VIEVE holds cruelty-free certification from independent third-party verification programs. The brand lacks environmental certifications for climate action, sustainable packaging, or supply chain standards that would indicate broader sustainability commitments.
Does VIEVE support social causes?
Yes, VIEVE demonstrates measurable social impact through their official partnership with Beauty Banks, having donated 7,900 toiletry units to 120 UK charities while providing additional staff volunteering and promotional support for community outreach initiatives.
Is VIEVE makeup clean beauty?
While VIEVE maintains self-declared vegan and verified cruelty-free standards, the brand provides no publicly available ingredient transparency reports or third-party safety assessments that typically characterize clean beauty positioning in the cosmetics market.
What is VIEVE doing for the environment?
VIEVE currently shows no disclosed environmental initiatives across climate action, water stewardship, biodiversity protection, or sustainable packaging innovation, representing a significant opportunity for improved environmental transparency and commitment.
Ready to Shop VIEVE?
Find VIEVE products through our trusted retail partners
Brands That Score Better
The Bottom Line
VIEVE excels in animal welfare commitments with self-declared vegan formulations and verified cruelty-free certification, plus demonstrates measurable social impact through charitable partnerships. However, the brand's sustainability profile remains incomplete due to significant gaps in environmental transparency and supply chain disclosure that limit its overall sustainability leadership potential.