ICONIC LONDON is a fast growing, Instagram native make-up brand.

Iconic London was founded in 2015 by Jade Elliott and has grown to become a leading indie make-up brand, with trend-led formulation and a very strong social media following. The hero products include illuminating drops (“Illuminator”), a glow body spray (“Prep-Set-Glow”) and a range of vegan brushes and are mainly sold through the brand’s website www.iconiclondoninc.com. UK distribution partners include Harvey Nichols, Fortnum & Masons, Cult Beauty and British Airways onboard and the Company is also participating Fast Beauty program of US retailer ULTA Beauty in summer 2018.  

  • Industry

    Colour Cosmetics

  • Date

    10 July2018

  • Number of employees


BlueGem is building a strong management and commercial team to support the successful growth of the business and to assist the rapid international development of the brand. Founder Jade Elliot is staying involved in the business as before the acquisition, focused on product development and social media.

    Suite D, The Business Centre, Fargindon Avenue, Romford, Essex, RM3 8EN
  • Management
    • Jade Elliott, Founder and Creative Director
    • Selma Terzic, Chief Executive Officer
    • Ann Masson, Chief Financial Officer
    • Victoria Wade, Sales Director
  • Website

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