Former Myer beauty counter assistant, Jade Elliot, who created her own products in her bedroom in the UK is launching into her former workplace department store. The 32 year old worked in Myer in her early years and was inspired to create her own range of cosmetics. Fast-forward 12 years and her own brand, ICONIC London, is being ranged in Myer stores and has secured the Kardashians, Jourdan Dunn, Chrissy Teigen, Little Mix and Vanessa Hudgeons as fans.

ICONIC London – a range of pure-friendly strobing creams, contour palettes and specialist vegan brushes – is a ‘fun and rebellious’ range of makeup to empower women, says Jade. On-trend, at an affordable price point London stockists include Harvey Nichols, Fortnum & Mason and QVC. Myer is a special win though as it is where she started her career and first got a taste for a future in beauty.

‘’When I started ICONIC London three years ago I never would have believed the incredible journey it’s taken. From starting the brand in my bedroom in 2015, to it now being stocked in Myer is beyond my wildest dreams. Having worked on a beauty counter at Myer as a makeup obsessed 21 year old, I can’t believe my brand will now be sitting in 21 stores across Australia – it’s unreal. Myer’s global reputation for quality, fashion and style makes it the perfect home for ICONIC London and I can’t wait to see it on the shelves. I am beyond excited to start the next part of this amazing journey.’’

The range launching into Australia and Myer will include the ICONIC Contouring Kits, Pigment Foundation Sticks, Illuminators, Strobing Sticks and the Original Shimmer Palette.

Myer Group General Manager Cosmetics and Intimate Apparel, Gillian Ridley Whittle welcomes the brand: “Myer is the ultimate beauty destination and to add further strength to our offer we are thrilled to be launching British beauty brand ICONIC London to our portfolio. This trend setting beauty brand adored by make-up artists and celebrities worldwide including Kim Kardashian launched as a department store exclusive in 21 Myer stores in late October. We are extremely confident our valued Myer customers will be excited with the addition of this sought-after brand that has continued to take the world by storm due to its fun, affordable and iconic make-up collections.”

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