VIEVE is bringing its cult Scottish beauty brand to Aberdeen this month, with a festive pop‑up “Aberdeen Counter” opening in Union Square following a much‑teased announcement on Instagram. The launch marks the brand’s first dedicated retail presence in the Granite City and taps into a growing North‑east fanbase for founder and social media star Jamie Genevieve.
From 11–21 December, VIEVE will host a ten‑day pop‑up at Union Square, giving local shoppers a chance to experience the brand in person in the run‑up to Christmas. The temporary counter will be located in the main mall at Union Square, positioned to catch heavy footfall from festive shoppers heading between key anchors like M&S and Next.
Described by the brand as “The Aberdeen Counter”, the space promises a curated edit of VIEVE bestsellers alongside newer launches, mirroring the hands‑on experience fans have come to expect from its Glasgow store. The Aberdeen pop‑up follows a pattern of short‑term retail experiments that have helped VIEVE build community and test demand in different UK cities.
Instagram announcement builds anticipation
News of the Aberdeen Counter dropped on VIEVE’s Instagram, where a “crumpled note” creative revealed the dates and confirmed the Union Square location. In the post, the brand said it had “been wanting to do this for so long”, positioning the move as a response to sustained demand from North‑east followers.
The announcement played into VIEVE’s established social media narrative, moving from a Glasgow makeup counter to national stockists and pop‑up stores while keeping a distinctly Scottish identity. With more than a million followers across Jamie Genevieve’s channels, the reveal instantly put Aberdeen on the radar of beauty fans far beyond the city.
What shoppers can expect
Visitors to the Aberdeen Counter can expect in‑person shade‑matching, product testing and guidance from VIEVE makeup artists, echoing the service model at the brand’s Glasgow store. The pop‑up will carry core complexion heroes such as Skin Nova and Modern Radiance Concealer, alongside trending launches and limited‑time gifting options for last‑minute Christmas shopping.
VIEVE has also highlighted the space as an opportunity for fans to shop its range without travelling to Glasgow or relying on online swatches, something likely to appeal to local customers investing in new base products. With Union Square already in the midst of a wider refresh, the arrival of a buzzy, social‑first beauty brand adds to the centre’s mix of national names and experiential offerings.
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Why this move matters for Aberdeen
For Aberdeen, the pop‑up brings one of Scotland’s most recognisable beauty success stories back to the city, less than a year after Genevieve appeared at a local business masterclass festival to talk entrepreneurship. It underscores the North‑east’s growing pull for lifestyle and beauty brands testing new markets beyond the Central Belt.
For VIEVE, the Union Square residency offers a live test of demand that could inform future store or counter plans, echoing the way Glasgow evolved from a temporary concept into a long‑running flagship. If the Aberdeen Counter proves popular, it may strengthen the case for more regular North‑east appearances, whether through repeat pop‑ups, events or permanent space.
