Our Story...

WHY ICONIC?

We are committed to making trend-led, innovative make-up to the highest quality - creating luxurious must-have make up for ICONIC Baes everywhere!

CRUELTY FREE

We are proud to say all our products are 100% cruelty free and all our brushes and hero Illuminator are totally vegan. How's that for knowing what our customers love?!

TREAT YOURSELF

We're all about creating amazing products for amazing people everywhere. Whatever your look, we want to make products you'll love - products that are as ICONIC as you.

Be Original, Be Iconic

Founded six years ago by entrepreneur - Jade Elliot, ICONIC London is world-famous for our GLOW-giving products, loved by professional makeup artists, celebrities and influencers alike!

Inspired by a passion for makeup and the exciting, limitless energy of busy, city life in vibrant London, the team at ICONIC London knew we wanted to create on-the-glow products that made our customer feel as good as they look with instant, instagrammable effects.

We believed we could, so we did. That’s why we say that ICONIC isn’t just our name, it’s an empowering energy – a self-affirming and fearless mood! - that runs through everything we do.

We know our customers well, because we ARE them. Our passion is to make people all over the world feel confident.

From everyday get-glam makeup to luxe skincare hybrids, we’ve got the beauty big guns you pull out when you really want to add the wow factor to your look.

We’ve been featured in magazines such as Vogue, Elle and Vanity Fair. And, thanks to our amazing network of Makeup Artists who work with celebrities such as Jennifer Lopez, Ariana Grande and Beyonce, our products have graced the faces of A-Listers worldwide!

We believe no animal should be harmed in the making of our products. We’re totally, and proudly, cruelty free.

We make our own rules. Watch this space.