We hate to say it, but it really is all about that base. Put your makeup game into a spin with our fresh AF collection of base products. Whether you’re an out right glow getter, or a bare essentials bae - for a flawless look, it all starts with a solid primer and foundation.

Achieve a ballin’ base and call upon the beauty bag staples loved by Insta-babes Holly Boon and Isabel Bedoya. Need we convince you more? Get a load of our Pigment foundation stick and Retexturising face primer.



Flatout flawless - Retexturising Face Primer


Prep your skin for a slayin’ base with our Retexturising Face Primer. Create a seriously smooth canvas ready for your foundation application. Perfect for keeping everything in place for a big night out, whether you’re getting down on the dance floor, or on a hot date - you’re base ain’t budging.

Iconic baes be werkin’ it! Our primer is ideal for all skin types. Beat the kind of shine you don’t need in your life, our primer works effortlessly with combination and oily skin.


Our primer is also packed full of goodness, your skin will radiate a gorgeous healthy and dewy glow all thanks to those wondrous vitamins A, C and E . Not only will they protect your skin from radical damage from the sun but that dreamy, creamy formulation gives your skin life with plenty of hydration. So if you wanna keep your make-up in place all day erry’day, our Retexturising Face Primer deserves a place in your routine RN. 

We’ve got you covered - Pigment Foundation Stick

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Look extra AF with our super creamy Pigment Foundation Stick. Available in 18 shades for fair, light, medium, tan and deep skin tones, effortlessly build coverage. Don’t worry we’ve got those undertones checked too  - pick your pigment honey’s, you’ll find them all on the Foundation Stick product page.

Once applied, your base will be looking lush from day right through to play. After work drinks with your girlsquad? No probs!


It doesn’t stop there...Bring the heat Iconic bae

Our Pigment foundation stick also works as a sassworthy highlight! To achieve the look, choose a Pigment Foundation Stick two shades lighter than your base shade. For contour, switch it up and go two shades darker.



TAG your flawless base looks on Insta #IconicLondon


Want more? How to contour & highlight for your face shape