ICONIC London is cruelty free but not 100% vegan

ICONIC London pledges that the brand does not conduct, contract out or fund animal testing in the developing, manufacturing or marketing of their products. Whilst ICONIC London recognises the importance of customer safety, the brand believes this can be sufficiently achieved without animal cruelty. ICONIC London is cruelty free and stands against animal testing. Furthermore, ICONIC London does not export its products to mainland China and/or other countries, where animal testing is required by law.

Cruelty free statement

We are proud to say all our products are 100% cruelty free and all our brushes and hero Illuminator are totally vegan. How’s that for knowing what our customers love?!



ICONIC London is a British entry-level makeup brand.

Parent company

Jade Elliott completed the acquisition of ICONIC London in 2018.


  • PETA awarded ICONIC London with the Beauty Without Bunnies certification

Vegan status

Not all ICONIC London products are suitable for vegans. Please always check the ingredient list of the product before making a purchase.

Stockists in the UK

You can find ICONIC London products at Amazon UK and brand’s official website.

If you like ICONIC London, you may also like to check theBalm

To help you switch to cruelty free cosmetics, we have cruelty free, vegan and certified cruelty free lists of brands for you to explore.
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