Bluegem II LP acquires Instagram native makeup brand Iconic London

10th JULY 2018

Bluegem II LP acquires make-up brand Iconic London.

Bluegem is pleased to announce the acquisition of Iconic London, a fast growing, Instagram native make-up brand. Founder Jade Elliot, who started the brand just over three years ago from her bedroom in Essex, is staying on board as minority shareholder and in her roles as founder and creative director.

Jade Elliott has focused her product creations on trend-led formulations, with the hero products being the Illuminator drops and the Prep-Set-Glow spray. The brand fosters a very close dialogue with its customers through social media. 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 this summer.

Selma Terzic and Victoria Wade of Bluegem portfolio company QMS Medicosmetics have joined the Iconic London team to support founder Jade Elliott. Ann Masson has been appointed Financial Director.