Beauty Brand To Know: Iconic London


When beauty insiders are falling over themselves to get their hands on a brand, we pay attention. Iconic London’s trademark, rose-gold brushes and contouring palettes have caused quite the stir at SL HQ, and it’s not hard to see why; loved by beauty bloggers and A-listers alike for their ability to chisel cheekbones and smoulder eyes, this beauty brand is one to keep on your radar...

The background...

Founded in 2015 by make-up artist and stylist Jade Elliot, Iconic London quickly became known for its ‘Pro Evo’ vegan and cruelty-free make-up brushes, which guarantee a super-smooth, flawless finish. Jade’s original inspiration was to “create something fun, rebellious and damn right iconic.” Fast forward 12 months and the brand now has a whole host of cult beauty goodies under its belt as well as an ever-growing following in the online beauty community.

The products…

Products include contouring palettes, strobing sticks and primers as well as the recently launched Illuminator Drops and a duo of ergonomic brushes designed to fit in the palm of the hand for airbrushed coverage.

Tell us more about the brushes...

Each brush features dense yet luxuriously soft bristles, which ensure an even and smooth finish. Plus, the ergonomically designed handle and oval heads of the original collection are designed to adapt to the contours of the face to make flawless application fool-proof. The latest, rose gold iterations – which could be mistaken for your Tangle Teezer – might be mini but are still packed with over 400,000 cashmere-like fibres so buffing and sculpting on-the-go is a breeze.

What about the make-up?

While Iconic’s contouring palettes have already gained cult status – with many a beauty blogger as well as Kim Kardashian and Chrissy Teigen firm fans – it’s the new Illuminator Drops that have us excited. Having already sold out a handful of times (fear not, they are being re-stocked), the unique formula can be mixed with foundation, primer or moisturiser for a truly bespoke, golden glow.  

What’s the price point?

Surprisingly, when considering the quality, these products won’t break the bank – brushes start from £32.99 and make-up from £11. The highly coveted Illuminator Drops are priced at just under £30.

And where can you buy it?

Shop the entire range online at as well as both instore and online at Harvey Nichols and Fortnum & Mason.



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