BlueGem acquires Instagram native make-up brand ICONIC London

The investor behind Liberty London and Jack Wills will help the colour cosmetics brand expand into the US later this year

Private equity firm BlueGem Capital has acquired UK make-up brand ICONIC London.

The Instagram native brand will join BlueGem's growing portfolio of brands, which includes QMS Medicosmetics, Liberty London, Jack Wills and Mamas & Papas.

Having launched three years ago, ICONIC London has . . .

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