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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 Luminous Powder PaletteIconic London Luminous Powder Palette
Iconic London Luminous Powder Palette

Multi use glow powder!

This is a beautiful powder / palette with colours than can be swirled together or used individually to bronze and highlight. It’s so pretty on the décolletage and shoulders too!
It does seem expensive but it’s huge and by size to cost ratio is cheaper than day Hourglass or Laura Mercier powders. I love mine!
ICONIC London Cream Contour PaletteICONIC London Cream Contour Palette
ICONIC London Cream Contour Palette

Makes cream contour a breeze

This product is great, especially for me who had never tried cream contour before using this product.
It blends really easily and while it does look a little intimidating and dark at first, it does suit my fair skin as well and can look natural!
Iconic London Luminous Powder PaletteIconic London Luminous Powder Palette
Iconic London Luminous Powder Palette

amazing glow but hard to use individual shades

This powder has heaps of product which makes the cost reasonable, and I can see this product never ending!
this product gives the face such a luminous glow without being over the top!
The only thing that is a bit frustrating with this product, is that due to the zig zag pattern, it is hard to use the shades individually
ICONIC London Day To Slay PaletteICONIC London Day To Slay Palette
ICONIC London Day To Slay Palette

Lovely colours but wears off during the day

the colours in this palette are really lovely and do look great on the eyes but my main issue with them, is that I find the colours fade throughout the day when I wear them and for this price, it is a bit disappointing! But otherwise, it is a really nice palette and has a lovely range of shimmers and mattes