Makeup artist Jade Elliott was 29 years old when she cashed in her car to start ICONIC London from her bedroom. “I am a big believer in hard work and following your dreams.”

Three years later, she has more than 856,000 followers on Instagram and her trend-led products are touted by a celebrity makeup artist. “It is fantastic to have some well-known fans, but I am just as pleased to hear amazing customer feedback.”

Found at British department stores, ICONIC London launched here last month, much to Jade’s delight. “I have always been a huge fan of QVC—it’s a place where all beauty fans head to discover what is new and exciting, so it feels like such a good fit for ICONIC London.” QVC beauty buyer Ashley is just as excited: “This brand offers our customers something fun, new, and innovative, yet easy to apply.” 

QVC’s Ashley has a different pick. “My favorite item is the ICONIC London Day to Slay Eyeshadow Palette. There are 20 highly pigmented shades, all very wearable, and a great mix of matte and shimmer.”

In addition to pleasing beauty pros like Ashley, the brand’s meteoric rise has another upside. Asked if she was able to replace the car she sold to start her business, Jade answers, “Ha! Yes!”