Lauren Balsamo; @iconic.london

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This Blurring Primer

This Glowy Setting Spray

This 2-in-1 Concealer

This Buildable Skin Tint

This Roll-On Highlighter

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

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