Iconic London
Iconic London is a UK-based direct-to-consumer makeup brand selling 100% vegan, cruelty-free color cosmetics and select skincare, including primers, skin tints, blushes, highlighters, lip products, and self-tan, marketed primarily to beauty-conscious consumers via social media, influencer, and user-generated-content channels.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Iconic London does
Iconic London is a UK-based, direct-to-consumer makeup brand founded in 2015 that designs and sells 100% vegan and cruelty-free cosmetics under a coherent 'glow' aesthetic. The product portfolio spans face (Underglow Blurring Primer, Super Smoother Blurring Skin Tint, Prep-Set-Glow shimmer spray, Radiance Booster, Radiant Concealer & Brightening Duo), eyes (Triple Threat Mascara, Smokey Eye Duo Kajal, Glaze Crayons, Vivid Lid Layer, Triple Precision Brow Definer), cheeks (Sheer Blush, Blurring Blush Sticks, Get Cheeky Face Powder Palette, Soft Touch Blurring Blush, Ultimate Bronzing Powder), lips (Butter Glaze Lip Balm, Lustre Lip Oil, Lip Plumping Gloss, Fuller Pout Lip Liner, Sculpt & Glaze Lip Duo), body/self-tan (Prep-Set-Tan Mist and Mousse, Bronzing Elixir, Rollaway Glow, Glow All Over Melting Balm Stick), skincare (Underglow Matcha Melting Cleansing Balm, Mini Prep-Set-Blur), and accessories (Complexion Brush, Seamless Blender, Tan & Buff Brush, Reusable Cleansing Pad Trio), priced between roughly £12 and £51 with bundle offerings. Notable product technology includes PDRN- and hyaluronic-acid-infused grippy primer formulations and 'blurring' effect technologies across primers, skin tints, blushes, bronzers, and setting powders.
The company operates a vertically integrated DTC model through a Shopify-based e-commerce storefront (iconiclondoninc.com), with no disclosed wholesale or third-party retail presence. Go-to-market is community-led: brand accounts on TikTok, Instagram, YouTube, Facebook, and Pinterest run alongside influencer partnerships and user-generated-content campaigns to drive top-of-funnel awareness, supplemented by an email newsletter and a customer loyalty program ('BABES with Benefits'). A separate 'ICONIC London Pro Programme' serves professional makeup artists as a B2B-pro channel. Checkout supports cards, PayPal, Apple Pay, Google Pay, and Klarna/Clearpay buy-now-pay-later. Primary customer is the beauty-conscious consumer seeking vegan/cruelty-free color cosmetics with a luminous finish; pricing carries a free-UK-shipping threshold of £35. The company is privately held with 1-10 disclosed employees and has no disclosed funding rounds, subsidiaries, or M&A activity. Governance includes CEO Selma Terzic and Director Constantin Rojahn.
Iconic London firmographics
Firmographics- Name
- Iconic London
- Legal name
- ICONIC London Ltd.
- Website
- https://iconiclondoninc.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Iconic London is a UK-based direct-to-consumer makeup brand selling 100% vegan, cruelty-free color cosmetics and select skincare, including primers, skin tints, blushes, highlighters, lip products, and self-tan, marketed primarily to beauty-conscious consumers via social media, influencer, and user-generated-content channels.
- Ownership category
- akta.pro rank
Iconic London industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industries
- Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL)
Keywords
Where Iconic London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Iconic London business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Retail: Direct-to-consumer online sales of makeup and beauty products through the company's owned e-commerce website, with products sold at various price points ranging from under £15 to over £30
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level makeup products |
| Unit Pricing | Pay-as-you-go | Mid-range makeup products |
| Unit Pricing | Pay-as-you-go | Premium/bundle products |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Iconic London product offering
Product offeringCore offering
ICONIC London is a UK-based beauty brand that designs, manufactures, and sells a portfolio of vegan and cruelty-free makeup and skincare products directly to consumers through its owned e-commerce website. The product range spans face makeup (primers, skin tints, concealers, powders), eye makeup (mascaras, eyeliners, eyeshadows, brow products), cheek makeup (blushes, bronzers, highlighters), lip products (balms, oils, liners, glosses), body tanners, accessories (brushes, sponges, cleansing pads), and skincare (cleansing balms), with a unifying positioning around achieving a glowing, luminous complexion.
Product overview
ICONIC London is a UK-based makeup brand offering a comprehensive portfolio of makeup and skincare products. The product range spans multiple categories including face makeup (primers, foundations, concealers, skin tints), eye makeup (mascaras, eyeliners, eyeshadows), cheek makeup (blushes, bronzers, highlighters), and lip makeup (lip balms, lip oils, lip liners, lip glosses), as well as skincare and accessories (cleansing balms, makeup brushes, sponges). The brand is positioned around achieving a glowing, luminous complexion, with hero products including the Prep-Set-Glow shimmer spray, Triple Threat Mascara, and the Underglaze/Underglow primer lines. Key product technologies include blurring effects, PDRN infusion (in the new Underglaze Grippy Primer), and peptide-infused formulas. The brand operates on a direct-to-consumer e-commerce model, offering products through its Shopify-based website with payment options including Klarna and Clearpay Buy Now, Pay Later services. The company maintains a 100% vegan and cruelty-free positioning with over 40,000 customer reviews. Product bundling options are available, and the brand operates a loyalty program called BABES With Benefits as well as a professional makeup artist program.
Differentiator
Problem solved
Functional benefit
Brands
- BABES with Benefits: Loyalty and rewards program for customers
- ICONIC London Pro Programme
Products and services
- Underglow Blurring Primer A priming product designed to smooth and blur the skin's appearance, creating a flawless base for makeup application.
- Underglaze Grippy Primer A PDRN-infused grippy primer that locks makeup in place for up to 12 hours. Contains hyaluronic acid to combine skincare benefits with makeup preparation.
Companies that use Iconic London
Customer profileSegments1 record
Ideal customer profiles2 records
Iconic London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature2 records
Iconic London partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Iconic London competitors and assessment
Company assessmentDirect peers
- Revolution Beauty: UK-based affordable color cosmetics brand selling vegan/cruelty-free makeup across face, eyes, lips, and body via DTC and major retail (Superdrug, Boots, Target). Closest direct peer given shared UK base, value-to-mid price points, vegan positioning, and broad SKU breadth across the same categories as Iconic London.
- Milk Makeup: Vegan, cruelty-free color cosmetics and skincare-hybrid brand built around dewy, second-skin finishes and a multi-use stick/balm format portfolio. Direct comparable on clean-ingredient positioning, skincare-makeup hybrids (mirror to Iconic London's PDRN primer and peptide lip launches), and DTC-led Sephora distribution.
- Rare Beauty: Selena Gomez-founded DTC color cosmetics brand built around soft, dewy, natural-glow finishes, with a focused face/cheek/lip portfolio. Highly comparable aesthetic and target customer to Iconic London, with strong social-media-led acquisition and Sephora retail validation.
- Glossier: Pioneer DTC clean-beauty color cosmetics brand with a dewy/natural-glow aesthetic and a strong community-led social media presence. Comparable on positioning (vegan-adjacent, inclusive shade ranges, direct e-commerce) and on the glow/second-skin makeup philosophy that defines Iconic London's hero products.
- Huda Beauty: Influencer-founded color cosmetics brand built on social media virality, with a comprehensive face/eye/lip/cheek portfolio and a glow/finish-forward product philosophy. Closely comparable GTM (TikTok/Instagram-led, influencer ambassador model) and overlapping SKU breadth with Iconic London.
- e.l.f. Cosmetics: US-listed affordable clean-beauty-adjacent color cosmetics brand with strong vegan/cruelty-free credentials, viral social media strategy on TikTok, and a comprehensive face/eye/lip/cheek portfolio. Direct competitor for Iconic London's glow-aesthetic, value-tier price points (£12-£26 vs Iconic London's £12-£51), and Gen Z/millennial DTC customer.
Emerging players
- Kosas: Clean color cosmetics brand positioning around skincare-makeup hybrids with a glow/natural aesthetic and a focused face/lip/eye portfolio. Comparable on clean-beauty, skincare-active formulation (peptides, hyaluronic acid) and second-skin finish priorities that drive Iconic London's PDRN primer and Butter Glaze Lip Balm innovation.
Broad incumbents
- Fenty Beauty: Celebrity-founded global color cosmetics brand known for inclusive shade ranges, social-first GTM, and a comprehensive face/lip/eye portfolio. Comparable to Iconic London on influencer-led launch strategy and broad-shade-range positioning, though operating at materially larger scale and broader retail distribution.
- Charlotte Tilbury: Premium UK-founded beauty brand built on a glow/luminous aesthetic and celebrity-artist founder story, with a broad makeup portfolio (face, lips, eyes, cheeks) overlapping almost entirely with Iconic London's categories. Charlotte Tilbury operates at a much larger omnichannel scale and is the most aspirational direct competitor for Iconic London's target consumer.
Regional players
- Barry M: UK high-street affordable color cosmetics brand with vegan ranges and broad face/eye/lip/cheek coverage sold through Boots, Superdrug, and DTC. Comparable regional peer for Iconic London in the UK mass-market price tier, with overlapping customer base among UK Gen Z and millennial beauty shoppers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Iconic London social profiles
Digital presenceIconic London compliance and trust
Trust signalCompliance2 records
Iconic London financial estimates
Financial estimateRevenue estimate
Valuation estimate
Iconic London leadership team
Management profileNumber of profiles
Profiles2 records
Iconic London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Iconic London M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Iconic London
What does Iconic London do?
ICONIC London is a UK-based beauty brand that designs, manufactures, and sells a portfolio of vegan and cruelty-free makeup and skincare products directly to consumers through its owned e-commerce website. The product range spans face makeup (primers, skin tints, concealers, powders), eye makeup (mascaras, eyeliners, eyeshadows, brow products), cheek makeup (blushes, bronzers, highlighters), lip products (balms, oils, liners, glosses), body tanners, accessories (brushes, sponges, cleansing pads), and skincare (cleansing balms), with a unifying positioning around achieving a glowing, luminous complexion.
Is Iconic London a public or private company?
Iconic London is a private company. It is classified as unknown and is currently operating.
When was Iconic London founded?
Iconic London was founded in 2015. It employs 1 to 10 people.
Where is Iconic London based?
Iconic London is headquartered in London, United Kingdom, in the Europe region.
How does Iconic London make money?
One revenue line is on record: direct E-commerce Retail.
Who are Iconic London's main competitors?
Direct peers on record are Revolution Beauty, Milk Makeup, Rare Beauty, Glossier, Huda Beauty and e.l.f. Cosmetics. Kosas is listed as an emerging player. Broad incumbents are Fenty Beauty and Charlotte Tilbury. Barry M is listed as a regional player.
Does Iconic London have an API?
No public API is recorded for Iconic London.
What industry is Iconic London in?
Iconic London's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRABACAA, Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter). Its NAICS code is 456120 and its SIC code is 2844.