ICONIC London acquired by Blue Gem Capital Partners LLP
Date Posted: Tuesday 10th July 2018
Blue Gem Capital Partners LLP, whose investments include Liberty London, Mamas & Papas and Jack Wills has acquired cult Instagram beauty brand ICONIC London - three years after the brand's launch. Blue Gem’s investment in ICONIC London will support a huge US roll out later this year and aid ICONIC London’s growing retailer portfolio in the UK ‐ which currently includes Harvey Nichols, Fortnum & Mason and Cult Beauty.
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, ICONIC London has consistently challenged the traditional beauty landscape with a new approach to purchasing beauty in the digital age, amassing over 800k global followers and influential fans to date, which has been integral to the brands instant success. Launching via Instagram, at a time before social-media selling, and an e-commerce website inspired by fast--fashion, the brand was quickly seen on famous faces including the Kardashians, Jennifer Lopez and Meghan Markle to name a few.