ICONIC London
Mid-Range“Glow-giving makeup, born on Instagram.”
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.
Known For
Flagship Products
- Illuminator Liquid Highlighter
- Sheer Bronze Drops
- Lip Plumping Gloss
- Brow Silk Kit
Brand Philosophy
Glow-giving, vegan, cruelty-free makeup designed to look as good on camera as it does in person.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for ICONIC London. Researched from official brand sources — always confirm before sending.
- Website
- www.iconiclondoninc.com
- Press & PR
- [email protected]
- Creator & UGC collabs
- [email protected]
- Contact form
- Open form
- Creator portal
- Apply / sign up
- HQ address
- London WC2N 4LA, United Kingdom
- Sold at
- Sephora USSephora EUCult BeautyBootsLookfantasticSelfridgesMeccaBrand.com
No public email listed; contact via web form only. UK-based. PR handled externally by Belle PR (bellepr.co.uk). US shop: us.iconiclondoninc.com. ICONIC Insiders creator/affiliate program is administered via LoudCrowd + Tremendous; questions go to [email protected]. No separate press@ email surfaced — same general inbox handles PR per their contact page routing copy. Also runs Pro MUA programme at /pages/iconic-mua-pro. CEO since July 2018. Background at Pat McGrath Cosmetics, PZ Cussons, St.Tropez. No dedicated PR head publicly identified. Founder Jade Elliott still on board. Brand owned by Bluegem Capital Partners. Press historically via Belle PR ([email protected], Charlotte Belle Tobin / [email protected]). Brand has since brought PR in-house under Dominique Rock; no direct press email on iconiclondoninc.com. [email protected] confirmed on official wholesale page. Iconic London Ltd in Covent Garden. UK-based, strong UK and US prestige presence