By  on July 10, 2018

LONDON — BlueGem Capital Partners, owner of Liberty London, is leaping into the beauty M&A arena with the acquisition of a majority stake in the indie makeup brand Iconic London, known for its illuminators, contouring and highlighting products and Instagram-friendly formulations.

BlueGem did not disclose the terms of the deal, but said that Jade Elliott, a former makeup artist who founded the company three-and-a-half years ago from her home in Essex, England, will stay on full-time to build the brand.

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