To take model-level selfies there's only so much the Facetune app can do, what it really comes down to is beautiful make-up highlighting the best parts, minimising the worst and never ever looking cakey or overdone. But finding cosmetics that deliver those results is like locating the Holy Grail - it usually involves a long arduous journey across beauty counters with many scary Halloween-style make-up missteps on the way.

Enter ICONIC London. ICONIC is the UK-based cruelty-free beauty brand adding beauty and glamour to celebrity and regular people's faces, sans all that Facetuning.

ICONIC London

Founded just three years ago by former celebrity stylist Jade Elliott, ICONIC has already become a huge favourite of make-up artists and their celebrity clients around the globe, think Chrissy Teigen, Kim Kardashian to name but a few. And it's just launched Down Under (cue cheering!) in Myer stores nationally and Myer online.

Here, Jade shares how the brand got started, which celebs love it and which bestsellers you need to add to your make-up kit stat:

What inspired you to start ICONIC London? 
I always loved working in make-up and I had been doing celebrity styling for four years but make-up was my true passion. I could see that contouring was becoming huge and I wanted to create a brand that would offer a beauty range that would be original and ICONIC.

I sold my car and started the range from my bedroom! When the website launched... I was posting orders out from my bedroom and now to think that was three years ago, and I now have a fulfilment centre and whole team that support me - it's been an incredible journey.

What was your first product? 
The contour palette and EVO Brushes. I could see a trend growing with contouring and the brushes and palettes worked so well hand-in-hand.

What are your bestsellers? 
Illuminator, PRO EVO Brushes and Pigment Sticks.

ICONIC London

Tell me about your celebrity following? 
It's been incredible, our products have been on the likes of the Kim Kardashian, Chrissy Teigen, Tammy Hembrow and Desi Perkins to name a few! We have been in touch with their make-up artists for some time and they try all our products before they hit shelves. It's fantastic to have their feedback on products and especially when their clients love it.

Image @patrickta

What makes it different from all the other make-up brands out there? 
I always try to be one step ahead and want to stand out from other brands. We are continually pushing the brand where beauty brands haven't been... what I love about ICONIC is that we take risks for our girls.

The formula is so important to me to make sure the product is superior quality and long-lasting, it takes me a while to be happy with a product I've created. I also real take pride in the fact that all our products are vegan, this is really important to me and our customer so I ensure this is a priority when creating and developing our range.

Tell me about the cruelty-free aspect? 
I ensure that anything I create is vegan-friendly. I know this is so important to our customer and also important to all my team. We want to be completely transparent with our girls and for them to know that everything has been created completely ethically.

ICONIC London is now available in Australia exclusively from Myer stores and online from myer.com.au 
You can find ICONIC on Instagram @iconic.london  or #ICONICBAE  
iconiclondoninc.com 

Celebrity UK make-up brand ICONIC has landed!