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Founded by makeup artist Jade Elliott, ICONIC London has a heritage steeped in innovation. With humble beginnings as an at-home start-up, the brand has since grown into one of the most sought-after beauty brands on the market, amassing a cult following of loyal supporters which includes makeup artists, bloggers and A-list celebrities alike. The brand's complete makeup range also includes contouring tools, highlighters and professional-standard brushes.
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