Iconic London Review

About Iconic London

Iconic London Review

Iconic London is a cosmetics brand known for the trendy and cruelty-free products they offer. You can find their items in many stores worldwide—and it’s actually one of the top beauty brands in the UK. 

They’ve marketed themselves well on social media, especially on Instagram, where they’ve gained a whopping 1.5 million followers. Their makeup has also been featured in Vogue Magazine and worn by the likes of Kim K

With the Kardashian seal of approval, this brand must be good, right? Well, we intend to find out. So, keep reading this Iconic London review to find out more about the company, its best-selling products, policies, and more so you can decide if it’s time to make more room in your vanity. 

Overview of Iconic London

Iconic London Review

Iconic London was founded in 2015 by Jade Elliot. She began her journey by working at MAC counters but was looking to create products that both her and her loved ones would enjoy. So, she sold her car to launch her startup directly from her bedroom. 

Besides working makeup counters, Elliot also worked in the fashion and beauty industry for publishing houses. She also was a stylist for celebrities for about 15 years. So, with her training, the launch of her makeup brand was basically a no-brainer. 

The London-based brand originates from Elliot’s risk-taking nature. It offers many trend-led products that rebel against traditional beauty concepts. Basically, they aim to inspire others to push into the unknown. This mission is strengthened by using beauty influencers for marketing instead of your typical celebrity endorsements. 

Additionally, Elliot wants customers to feel wowed by their products. Since their marketing was mainly on social media, she feels that customers should be dazzled at every purchase because it’s the first time they see the product up close. 

So, now that you know more about the brand, we will go over some highlights in this Iconic London review.  


  • Vast range of beauty products available
  • All products are vegan and 100% cruelty-free
  • Worn by celebrities and top beauty influencers 
  • Receives mainly positive reviews
  • International shipping is available
  • Free shipping on US orders over $50 
Iconic London Review

You can get everything you need at Iconic London to complete your glam look. From highlighters, eyeshadows and glosses, you can look bronzed and dewy for date night or girls night out. 

Keep reading this Iconic London review to learn more about the brand’s best-sellers and some tips on how to get the best results possible. Note that their products are 100% vegan and cruelty-free. 

Iconic London Highlighter Review

Highlighter is slowly becoming an essential step in many makeup routines. It adds an extra bit of glow without looking too cakey. So, which highlighters are Iconic London customers loving right now?

Iconic London Prep-Set-Glow Review

Iconic London Prep-Set-Glow Review
Iconic London Prep-Set-Glow

The Prep-Set-Glow hydrating spray is refreshing and has some light-reflecting ingredients that give your skin a gorgeous glow. It can work as a base, a setting spray, or it can be worn alone for a bit of natural-looking shine. 

The $26 spray also has some happy skin ingredients like green tea and Vitamin E, which will help moisturize and brighten up your complexion. It also comes in two different colors that can either add some radiance or a more sun-kissed look. 

Iconic London recommends using the mist to hydrate your skin while you sleep. Then, simply spray your face before bed as the final step in your skincare routine to achieve that fresh morning dew.  

Iconic London Sheer Blush Review

Iconic London Sheer Blush Review
Iconic London Sheer Blush

Next up is the Sheer Blush. This liquid blush contains an anti-pollution plant extract and other water ingredients that work with your skin instead of against it. It basically melts onto the cheeks or lips for a soft pop of color. 

The gel-to-watercolor formula means the product is also very buildable. So, you can apply one layer for a natural finish or build it up for a more vibrant look. Brushes aren’t mandatory for this product either, so you can easily apply it with your fingertips.

For a trendy look, you could also apply the blush to the tip of your nose or even all over the cheeks and nose bridge. This will give you a bit of an extra flush but is super cute either way. You can choose between six different shades of the Sheer Blush, and it’ll run you about $24.  

Iconic London Illuminator Review

Iconic London Illuminator Review
Iconic London Illuminator

A liquid highlighter is highly versatile. It must be why the Iconic London Illuminator is raved about by the Kardashian clan. The shimmer drops can be added to any face product, including foundation and moisturizer, to help you achieve the ultimate glow. 

It’s also highly concentrated and easily blendable. So, you can get the most radiant look without the product settling into any dry patches or fine lines. It could even work as a shimmer eyeshadow for your brow bone. 

If you need any more convincing, this highlighter has graced the cheeks of Queen Beyoncé herself. So, it must be good, right? It will run you about $39 at checkout. 

Iconic London Palette Review

Iconic London Palette Review
Iconic London Palette

Next up in this Iconic London review is their Pigment Palette. This palette has six different glitter pigments to choose from, and it can be used anywhere on the face for a stunning look. It’s also specially designed to carry different pigment pots, so you can take them on the go with you. This is especially handy while you’re traveling. 

Each pot is very pigmented and easily blendable. To get more out of the shadow, we suggest spraying your brush with some setting spray to give your look some more oomph. 

It’d be the perfect finishing touch to your eye look. Creating a cut crease look with these pigments will have everyone asking where your eyeshadow came from. 

The Loose Pigment Palette retails for $61

Iconic London Lip Plumping Gloss Review

Iconic London Lip Plumping Gloss Review
Iconic London Lip Plumping Gloss

If needles aren’t your thing, you can get kiss-ready with the last item in this Iconic London review: The Lip Plumping Gloss. It provides just the right amount of shine with some serious plumping properties. The formula includes a peptide that supports collagen production and creates more voluminous lips. 

The ingredients also include aloe vera and green coffee oil, which help keep your lips soft. There’s also a fresh minty finish and scent that’ll give you a cooling tingle. This plumping gloss sells for $25 on Iconic London’s website. 

To really seal the deal, partner this gloss with some Iconic London highlighters for a fabulous, glittery look. 

Who Is Iconic London For? 

Iconic London Review

Iconic London is a shop for any gal looking to add some glamor to their makeup routines. They have many bronzers, highlighters, and glosses that add an extra pop of shine and dimension to a look. 

Additionally, they are a bit more pricey, which might turn some people away. But, they’re also 100% vegan and cruelty-free, so anyone who lives a vegan lifestyle can easily support the brand. 

Comparison: Iconic London vs. Charlotte Tilbury

Iconic London Review

The beauty industry is constantly growing, and there are so many stores to choose from. So, how does our featured brand stand out? We looked at Charlotte Tilbury, and we’ll lay out all of the details in this Iconic London review to help you make an informed decision. 

First, we’ll go over some of their similarities: 

  • Both were founded by women in the UK 
  • Marketed towards women
  • Both certified cruelty-free
  • International shipping is available via local websites  

On the surface, the two UK-based brands seem pretty similar. But, there are some differences when you look a bit deeper: 

  • Charlotte Tilbury was founded in 2013
  • Charlotte Tilbury offers more products on their website 
  • Charlotte Tilbury has a slightly higher price range
  • Charlotte Tilbury’s products are not all vegan
  • Charlotte Tilbury doesn’t have a free shipping minimum, and the return policy is longer

If you’re looking for pigmented glitter products and shimmers, Iconic London is the place for you. On the other hand, Charlotte Tilbury offers many face, eye, and lip products for full makeup looks. So, which one will you choose?

Iconic London Reviews: What Do Customers Think?

Iconic London Review

Now onto the exciting part of this Iconic London review: the customer reviews. We scoured the internet for feedback and found some on the main website, Sephora and Trustpilot. 

Unfortunately, only one product in this article has a rating on the brand’s site. The Prep-Set-Glow has an average of 4.7/5 stars from 566 reviews. 

One customer writes, “This is now my favorite product. I can use this as my base, and it gives me a subtle and pulled together look. It looks fantastic as a set too. The buildability is outrageous. I shall be getting the darker shade ASAP. This is a must-have, girls. Don’t hesitate!” 

Another reviewer says, “Absolutely love this product! Don’t know how I’ve managed before I bought it! It keeps makeup in place and is nice for a refresh during the day!” 

There are a couple ratings on Sephora that we’ll go over below: 

  • Illuminator Liquid Highlight: 4.5/5 stars from 55 reviews
  • Sheer Blush: 3.9/5 stars from 37 reviews
  • Lip Plumping Gloss: 3.1/5 stars from 16 reviews

The popular Illuminator Liquid Highlight definitely gets some love on the makeup retailer site. One beauty insider writes, “I absolutely love this product! I have always been the one that will only use the powder illuminator, but I wanted to give this one a try. I’m so glad I did! This product does what it claims to do and so much more!” 

When it comes to the Sheer Blush, customers love its sheer coverage. One customer writes, “I love this blush! It’s natural and buildable. Very hydrating and easy to blend. Glad it doesn’t dry down too quickly, making it easy to work with. Beautiful color too!” 

Another reviewer says, “This blush is so beautiful. The color is a really soft pink, perfect for my fair skin. I was nervous it was going to lift the makeup under it, but I’m glad it didn’t. This product blends so easily and beautifully and makes your skin look so fresh. One of the best liquid blushes I have tried.” 

The company also receives rave reviews on Trustpilot, where they have an overall rating of 4.4/5 stars from 1.4k reviews. One reviewer writes, “User friendly website that’s easy to navigate. Very fast delivery. Prep-Set-Go is lovely. This was recommended to me, and I love it. Will definitely buy it again.” 

That being said, when it comes to makeup, products may not work for everyone. Still, a rep from Iconic London quickly responds to common complaints with contact information and a potential solution.

Is Iconic London Worth It?

Iconic London Review

Anyone can have opinions on makeup and the beauty industry. Still, there’s no denying that it’s fun to receive new shimmery highlights and glosses. Iconic London has many different products that can appeal to the girly girl in you. 

Based on this Iconic London review, we would say that the brand’s site is worth browsing. They have beautiful products available, and some of them can serve multiple purposes. Plus, they’re certified cruelty-free and vegan, so that’s a huge bonus. 

Iconic London Promotions & Discounts 

Iconic London Review

At the time of this Iconic London review, we found that you can get 10% off your first order. They are also offering a free Lip Plumping Gloss for orders over $47

Other than that, we couldn’t find any other active discounts. But, we suggest signing up for the brand’s newsletter so you’ll be the first to know about discounts, launches, and more. 

Where to Buy Iconic London 

Iconic London Review

Saving up for the next Iconic London launch? You can buy their products at There are also local websites for your home country. Additionally, their products are available at Morphe, Sephora, and Boots in the UK. 


Iconic London Review

Who owns Iconic London?  

Jade Elliot owns Iconic London. She came up with a trendy brand to push boundaries within the beauty industry. 

Are Iconic London products cruelty-free?  

Iconic London products are 100% certified cruelty-free. They’re also not owned by a company that requires animal testing. 

What celebrities are fans of Iconic London products? 

Iconic London has been worn by many celebs, especially their Illuminator Liquid highlight. Kim and Khloe Kardashian are big fans, as well as Beyoncé and Jennifer Lopez. 

Do I have to be a member to order? 

You don’t have to be a member to order from Iconic London. You can easily checkout as a guest or create an account while putting in your info. 

Does Iconic London ship internationally?  

Iconic London does offer international shipping via Global-e. This partnership allows orders to reach over 100 international destinations. 

What is Iconic London’s Shipping Policy?

Iconic London is currently offering free standard shipping for US and UK orders. In the UK, it can take between 4 and 10 business days to receive your order. For international packages through Global-e, it can take between 4 and 14 business days. 

Of course, expedited shipping options are extra, but we couldn’t find any information about price variations. It’s safe to assume that customs fees will vary depending on your location.

Additionally, any extra costs are the responsibility of the customer. 

What is Iconic London’s Return Policy?

Iconic London has a 14-day return policy. This applies to any item you’re not happy with, but products must be returned unopened and in the condition you received it. They do not accept returns for certain products like their mascara and false lashes for hygiene reasons.

If you receive a defective product or the wrong order altogether, Iconic London will cover the return costs and dispatch the correct item ASAP.

Additionally, if you find any defects in your order, you must report them to customer service within 48 hours of receiving them. If you contact them after this deadline, it will be handled on a case-by-case basis. 

You can go to the returns portal and enter your order ID and email to initiate a return. 

How to Contact Iconic London

Do you have questions beyond this Iconic London review? For any inquiries, the brand recommends visiting their Help Center. You can also reach them by mail at the following address: 

Iconic London 

21-22 New Row



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