Our Story


For all the icons of our generation — all of you!

Jade Elliott has always taken risks, the founder of beauty brand Iconic London began her own movement to create a  trend-led product range which are designed to challenge traditional concepts and to inspire individuals to push boundaries and to try something unexpected.

Jade began her career working within the fashion and beauty industry for market-leading publishing houses, as well as a stylist to a host of celebrities for over 15 years. A trained makeup artist, Jade once again took a risk in 2015 when she used her knowledge and experience to create a revolution; thats when ICONIC LONDON was born.