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An Iconic Acquisition: Iconic London Acquired by Blue Gem Capital

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Iconic London has been acquired by Blue Gem Capital, reports Fashion Network.

Terms of the deal, such as whether or not the brand’s founders retain a stake in the company, have not been disclosed. No management changes appear to be planned.

Launched in 2015 by Jade Elliott, Iconic London is best known for its liquid highlighter, Illuminator. The brand is sold through Harvey Nichols, Fornum & Mason and Cult Beauty in the U.K.

“The time has come to take Iconic to the next level with the right investment. It has been the most incredible journey and I cannot wait to embark on the next stage with Blue Gem’s support,” Elliott said of the acquisition; she also noted Blue Gem’s involvement will support the brand’s U.S. rollout in late 2018.

Blue Gem noted Iconic London “has consistently challenged the traditional beauty landscape with a new approach to purchasing beauty in the digital age, amassing over 800k global followers and influential fans to date, which has been integral to the brand’s instant success.”

Blue Gem’s portfolio includes Jack Wills, Liberty London and Mamas & Papas.