British beauty brand ICONIC London makes US debut

Ulta Beauty will be the first to stock the brand during its 21 days of Beauty event in September

London-based cult beauty brand ICONIC is making its debut in the US at Ulta Beauty, shortly after being acquired by BlueGem Capital.

The brand is set to make its debut at the retailer’s 21 days of Beauty event in September and will stock eight of its products, including its sell-out Illuminator, Prep Set Glow and Sculpt & Boost Eyebrow Cushion.

Founder Jade Elliott said: “It’s finally here. We are so excited to launch Iconic London into Ulta Beauty for their 21 days of Beauty event and give customers the chance to touch and feel the products within one of America’s biggest beauty retailers.

“I started the brand from my bedroom in England and to watch it be stocked on the shelves of Ulta Beauty is amazing – it truly is the American dream.”

The brand first launched on Instagram, alongside an e-commerce website back in 2015.

Today, it has over 850,000 followers and stocks products for eyes and face plus a collection of make-up brushes.

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