#GIRLBOSS: Jade Elliott, ICONIC London

By The Beauty Bible x / 12th February, 2018

Jade Elliott has always taken risks – none bigger than selling her car to start a beauty brand from her bedroom. 

With that step into the unknown ICONIC London was born.

Full of passion for making amazing products for amazing faces everywhere, Jade’s drive and determination has lead to a journey beyond her wildest dreams. In its first year, ICONIC went from a bedroom start-up to being one of the hottest beauty brands on the market. They were featured in Vogue, used by the likes of Kim Kardashian, stocked in one of the most prestigious department stores in the UK and quickly built a squad of loyal and loving customers worldwide; ICONIC Baes.

Since it’s birth in 2015, ICONIC has gone from strength to strength – gathering more fans, more followers and creating more incredible products. Loved by professional makeup artists, celebrities, bloggers and leading Beauty Editors – ICONIC is making their own rules.

We can’t wait to see what happens next!

Tell us about your business, ICONIC London.

ICONIC London is a trend-led, independent makeup brand creating beautiful, high quality products that truly live up to the hype. We are the big beauty brand’s naughty little sister.

What was the catalyst for starting your business? 

I am a huge makeup junkie and had always dreamt of owning my own makeup brand – but life got in the way in my early twenties and all of a sudden I was in a career that paid well, but I wasn’t passionate about. So I started to blog, to reignite my love all things beauty. Whilst doing that, I started to notice a gap in the beauty market. I just felt like there wasn’t a beauty brand out there I could relate too. That’s when ICONIC was born.

How did you get started? 

I started ICONIC London from my bedroom in March 2015. I sold my car, gave up my job and started with just a small batch of contour palettes (…and a whole load of balls!). When I think about it now, to do that seems brave (some would even say mad) but for some reason I didn’t have any fear – I really believed in what I wanted to create and knew it would work.

What are some of the first things you did to get going? 

There where lots of things that I needed to do to get started – and that I needed to find out – I really didn’t know how it all even worked. So, I just picked up the phone and started talking to people (that is the way I tackle most things in life!). Finding the right product was key – I started with a contour palette because I could see the trend in America and knew the UK market wasn’t being capitalised on yet.

ICONIC London - Kim Kardashian - The Beauty Bible

ICONIC London has big fans including Kim Kardashian and Chrissy Teigan.

What has been one of the biggest challenges for you? 

Just starting was a massive challenge in itself – I had an idea, a product, a homemade website and a Twitter account to compete with multi-million pound businesses. I was clearly the underdog! Seriously though, the biggest challenge is that it’s 24 hours a day 365 days a year, even on Christmas day I work. It’s hard to sustain the energy, but I just love it.

Do you have a typical day? Or any daily/weekly non-negotiables? 

I don’t think anyone would believe how irregular my week is! Everyday is trouble shooting which makes it really hard to sustain a routine and structure. Though as we are getting bigger, so is my team – so things are getting much easier.

We all have moments where we doubt ourselves, and question if our business is going to actually go somewhere. How do you snap out of these moments? 

I’ve always been a really hard worker so my solution to most things is to not take ‘No’ for an answer and just plough on. I also believe in positive energy and good vibes – so I try to never dwell on the barriers. I also am very proactive. If I am being truly honest, any person that all of a sudden in three years is in charge of a huge business with a big team has self doubts but for me, I never doubted what I was doing – I might not have always believed in myself but I have always believed in ICONIC.

ICONIC London - Kim Kardashian - The Beauty Bible

ICONIC London has big fans including Kim Kardashian and Chrissy Teigan.

Have you had a moment when you’ve thought, “yep, I’ve got this!”? 

Not once have I ever thought ‘I’ve got this’! I think part of what makes an entrepreneur keep going is fear it could go wrong – that’s where the constant drive and determination comes from – plus I’ve never had time to stand still and really reflect!

What has been one of the most exciting and rewarding memories for you? 

In the first year of starting, Kim Kardashian used our strobing stick and that was a BIG moment for me. I remember running round my flat screaming and my boyfriend having no idea what was happening. He still thinks I’m crazy lol!

Favourite thing about working for yourself? 

The best thing about working for yourself is to have a creative freedom and to only have to answer to yourself. I am a big believer in trusting your gut instinct so to be able to follow that is amazing.

Most importantly, if you could give any advice to females wanting to start their own business yet find it hard to take the plunge, what would you say to them? 

JUST GO FOR IT. Remember everyone started with no followers, no customers – everyone had a day one. Every expert was once a beginner. Life is short and you have to put yourself in situations that make you nervous – honestly, jump out of the comfort zone and see what happens! It’s amazing.

Visit ICONIC’s website here.