'We shouldn't overpower people with products': Iconic London CEO on fast beauty, Instagram and her early days at MAC

The British make-up brand's chief executive Selma Terzic reveals how she climbed the job ladder from student make-up artist to industry leader

Just three years ago Iconic London was surviving on the treadmill 'order, sell, reorder, repeat' routine, as many start-ups can relate to, or, as the make-up brand's CEO Selma Terzic describes, as a 'mom-and-pop shop'.

Yet the chief exec now has plenty to smile about. The company has gone from start-up to multinational player.

Founded in 2015, in the bedroom of beauty counter assistant Jade Elliot, Iconic London was snapped up by Harvey Nichols and Cult Beauty thanks to its unapologetic British branding that offers affordable luxury products designed to illuminate complexions.

Its undisclosed acquisition by private equity firm and Liberty London owner Blue Gem Capital Partners, in 2018, saw Terzic . . .

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