Shop ICONIC London

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 Prep-Set-GlowICONIC London Prep-Set-Glow
ICONIC London Prep-Set-Glow

Good but not wow

Love the smell, didn’t irritate me even though I have sensitive skin and usually react to fragrance. I love how it turns my makeup to look glowy with it’s fine shimmer! I’m not wowed buy it tho. It’s just good. And I don’t think it adds longevity to my makeup. Wouldn’t repurchase.
ICONIC London Day To Slay PaletteICONIC London Day To Slay Palette
ICONIC London Day To Slay Palette

Very Pigmented

Makes your eyes pop with colour as it is very pigmented. One of my favourite palettes
Love it
ICONIC London Pro PuffICONIC London Pro Puff
ICONIC London Pro Puff

Great Brush, Not so Great Price

Great brush, does indeed blend products to look natural, however it is not worth the price. Handle can be a bit cumbersome to use too.