After launching the beauty category in August 2020 with 35 brands, The Iconic is now home to over 220 leading international and local brands including MAC, Estée Lauder, Clinique, Kora Organics, YSL, Giorgio Armani Lancôme, Redken, Shu Uemura, Dyson, Vida Glow, The Ordinary, Benefit Cosmetics, Clarins, Bobbi Brown, Elizabeth Arden, Aesop, Glasshouse Fragrances and more.
Last month, the fashion and lifestyle platform announced the launch of its first beauty campaign, ‘I Am Iconic’ celebrating ‘Beauty Your Way’.
The campaign marked the online retailer’s continued focus on strengthening its beauty offering as it makes a stronger play for ANZ’s online beauty market, and featured a range of faces, representing beauty across gender, age, ethnicity and culture.
To celebrate the launch of the company’s first ever beauty campaign, Founder and CEO of Kora Organics, Miranda Kerr, spoke at an immersive beauty and wellness event at a penthouse studio in Sydney’s CBD.
The Iconic’s Beauty Editor, Sophie Howe, sat down for an intimate conversation with the Australian model and businesswoman, who spoke about her journey of being a pioneer in the certified organic skincare space, to building one of Australia’s most successful beauty brands, as well as some of her favourite beauty and wellness rituals.
Other guests included Ksenija Lukich, Brooke Blurton, Laura Byrne, Brittany Hockley, sisters Simone and Madeline Holtznagel, Tahnee Atkinson, podcast host and stylist Deni Todorovič, influencers Sammy Robinson and Rowi Singh, entrepreneur Alyce Tran with sister and stylist Caroline Tran, and renowned makeup artists Max May and Dominic Ski.
Guests sipped on fresh watermelon juice and turmeric lattes as they made their way through experiential beauty and wellness zones.
The space was brought to life with Auricle Ear Seeds acupressure sessions with founder, Elle Halliwell, a virtual lipstick try-on booth, custom line-drawings by artist Cat Santos, Dyson hair touch ups, a Kora Organics station, Aveda scalp checks, professional aura readings and a guided find-your-fragrance questionnaire to help guests find their perfect scent.
The Iconic is Australia and New Zealand’s most downloaded fashion app with more than five million downloads to date.
Images from the launch event below:
