ICONIC London
Mid-Range“Glow-giving makeup, born on Instagram.”
By Viktoria @vioda.makeup · Published · Updated
ICONIC London is a mid range makeup brand from the United Kingdom, founded in 2015 by Jade Elliott. It's best known for its Illuminator drops liquid highlighter, Sheer Bronze drops and Lip Plumping Gloss.
ICONIC London launched in 2015 from founder Jade Elliott, who started the brand from her bedroom in Essex and built it on social media before retail. The Illuminator drops — a liquid highlighter in a glass dropper bottle — became one of the first truly viral makeup products of the Instagram era, copied by drugstore and prestige brands alike and still a defining hero for the line.
The brand is vegan, cruelty-free, and built around glow-forward complexion products: liquid highlighters, illuminator sticks, brow gels, and lip glazes designed to photograph beautifully under ring light. ICONIC London was acquired by Bluegem Capital Partners in 2018 and has since expanded to Sephora, Cult Beauty, and major UK and US prestige retail, while continuing to lean into TikTok-era launches.
Popular Products
What ICONIC London is bought for. The ones we've found dupes for link through to the comparison.
- Illuminator Liquid Highlighter
- Sheer Bronze Drops
- Lip Plumping Gloss
- Brow Silk Kit
Known For
Brand Philosophy
Glow-giving, vegan, cruelty-free makeup designed to look as good on camera as it does in person.
FAQ
ICONIC London Official Channels
Where to buy, and how to reach ICONIC London customer service directly.
- Website
- www.iconiclondoninc.com
- Contact form
- Open form
- Headquarters
- London, United Kingdom
- Sold at
- Sephora USSephora EUCult BeautyBootsLookfantasticSelfridgesMeccaBrand.com