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Be Original, Be Iconic. Jade Elliott has always taken risks - none bigger than selling her car to start a beauty brand from her bedroom. With that step into the unknown ICONIC London was born. Full of passion for making amazing products for amazing faces everywhere, Jade's drive and determination has lead to a journey beyond her wildest dreams.


In its first year, ICONIC London went from a bedroom start-up to being one of the hottest beauty brands on the market - featured in Vogue, used by the likes of Kim Kardashian and stocked in one of the most prestigious department stores in the UK. ICONIC London was created for women by women who empower each other and strive to offer products that are luxurious, accessible and endlessly chic. They have quickly become internationally renowned for their cosmetics and accessories that will transform your look.


Since their birth in 2015, ICONIC has gone from strength to strength - gathering more fans, more followers and creating more incredible products. Vegan brushes and cruelty free products, created with an innate love and passion for cosmetics, inspire everybody to love makeup and to be original, be ICONIC. ICONIC London offers high quality, on-trend makeup at an affordable price. Their fast-paced brand and trend-led attitude has enabled them to create and react to the growing demands of specific makeup trends – particularly their innovative Illuminator, now available in three shades.


The newest additions to ICONIC London’s armoury include the revolutionary PRO-EVO Buffer Brush, PRO-EVO Sculpt Brush and 18-Shade Pigment Foundation Sticks. The contour palettes, strobing sticks and brushes continue to generate a buzz in the beauty scene and keep ICONIC London on any make-up lovers radar.


ICONIC London is a proudly Peta-Certified Cruelty-Free brand.


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Recent reviews on ICONIC London products

ICONIC London Brow Silk & Brush KitICONIC London Brow Silk & Brush Kit
ICONIC London Brow Silk & Brush Kit

Not that great

I had high hopes of upgrading from using pear soap and a spoolie (which is a dope hack) but this kind of sucks. The hold isn't fantastic and if you overdo it on the product you end up with really flat weird brows. The brush is annoying and hard to get good control with brow styling, but yeah it looks cool. I have been using the product with a regular spoolie because it's easier and makes transport...
ICONIC London Prep-Set-GlowICONIC London Prep-Set-Glow
ICONIC London Prep-Set-Glow


I want it in a body wash & moisturiser too. Got this in an order as a sample & even though I have oily skin it’s still nice for short wears but what I really like about this product is the smell. Its just divine. I love it.
ICONIC London Sheer BlushICONIC London Sheer Blush
ICONIC London Sheer Blush


Love this blush. Have the Fresh Faced shade and gives the most natural, dewy glow. Receive so many compliments every time I have this on. Tiny bit goes a long way so well worth the price.