After 10 Years, Iconic London Still Makes the Best Glowy Makeup Products—Shop Team Cosmo's Favorites
They're all up to 20 percent off right now at Sephora.
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There are so many viral makeup brands these days (truly, even as a beauty editor, I find it hard to keep up), but fewer are deserving of the hype. On the shortlist is Iconic London. Since its launch in 2015, Iconic London has not-so-quietly dominated the glowy makeup aesthetic with TikTok favorites like the Underglow Blurring Primer and Prep-Set-Glow Setting Spray. But as I learned on a recent trip to London to celebrate the brand's 10th (!!) anniversary, Iconic London is so much more than a few internet favorites. It's one of the best brands I've used for complexion products. Period. Whether your makeup vibe is full glam or more lowkey, Iconic London delivers.
While my love for Iconic London is relatively new, my fellow beauty editors have been fans for years. "Iconic London was one of the first (and best) brands I was exposed to in the YouTuber vlogger era of makeup. When someone would drip on their glowy primer and finish their routines with a shimmering spray, you knew it was Iconic London," says assistant beauty editor Jasmine Hyman. "Iconic London was one of the first brands I got my hands on when I was a baby beauty editor, now almost a decade ago. What could have easily been a relic of trends' past, the brand has consistently delivered new products that fit whatever the makeup vibe of the moment is...glowy, minimal, blurry, glam—you name it," says beauty editor Beth Gillette.
Lucky for you, there's no better time to shop Team Cosmo's favorite Iconic London products. The brand is a part of Sephora Savings Event, and everything is currently up to 50 percent off until November 10. Keep reading for reviews on our must-trys—and then hurry up and add to cart before the sale ends on Monday.
"I'm not exaggerating when I say I've tried hundreds of primers in my 13 years as an editor, and I'm also not exaggerating when I say Underglow Blurring Primer is in my top five of all time. It feels more like a skincare serum than a tacky primer, but somehow manages to make my makeup grip on flawlessly. It's also excellent at improving skin tone and texture, so you end up needing less makeup anyway. It's no surprise one of these primers is sold every minute, and it's constantly selling out at Sephora." —LAUREN BALSAMO, BEAUTY DIRECTOR
"On the days I just want my skin to look like it's naturally glowing—not coated in layers of products to give the illusion of glow—I dot on some concealer and blush and always finish with this setting spray. It adds a dewy sheen to my face but doesn't feel tacky or heavy." —BETH GILLETTE, BEAUTY EDITOR
"I'm actually annoyed I'm only discovering this for the first time now. The dual-ended packaging houses two concealers—a creamy stick for brightening around the eyes and a liquid formula for covering up redness, breakouts, and dark spots. I have chronic dark circles, and this baby gives my tired-looking under eyes a new lease on life every time I swipe it on." —LB
"This is everything a good skin tint should be. The formula is super lightweight and easy to blend with fingers or a brush, but it still has enough pigment to provide meaningful coverage. It's also really moisturizing, so you don't have to worry about it clinging to dry patches or exacerbating uneven texture. I've been layering it over the Underglow primer for extra staying power, and my skin looks just as fresh and glowy at 4 pm as it did when I left the house at 7:30 am." —LB
"A roll-on anything really reminds me of my youth, but the formula inside is super modern. It's lightweight and adds a realistic, shiny look to my cheekbones, nose, brow bone—wherever I place it. It's not chock-full of glitter or noticeable shimmers either; instead, it adds a glossy look to my skin." —BG
Why trust Cosmopolitan?
Lauren Balsamo is the beauty director at Cosmopolitan with more than 12 years of experience researching, writing, and editing beauty stories that cover all aspects of beauty. She regularly tests and analyzes new makeup while working with the industry’s top experts to assess new brands, trends, and technologies.
Lauren Balsamo is the beauty director at Cosmopolitan where she writes, edits, and produces all types of beauty content—from product reviews to personal essays and trend reports. She has covered beauty for more than a decade at Cosmopolitan. Follow her on Instagram.
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