Global make-­up brand Iconic London is the latest acquisition for Blue Gem’s growing beauty division, following the recent acquisition of QMS Medicosmetics last year.

Both brands join Blue Gem’s wider investment portfolio which includes Liberty London, Jack Wills & Mamas & Papas.

Founded in 2015, Iconic London is the creation of entrepreneur Jade Elliott, who saw a gap in the market for a ‘fun & rebellious’, affordable make-­up range and launched the brand from her bedroom. In just three years, it has amassed over 800k global followers and influential fans.


Launching via Instagram, the brand was quickly seen on famous faces including the Kardashians, Jennifer Lopez and Meghan Markle to name a few.

The brand has also become known for its industry leading, first to market innovation most notably the brand’s inaugural launch, liquid highlighter which coined the name ‘Illuminator’ – a term now used industrywide. 

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