Firm News

Gordon Dadds advises on sale of ICONIC London


Gordon Dadds has advised on the sale of make-up brand ICONIC London, a leading make-up brand in the UK, to BlueGem Capital Partners LLP, a London-based private equity fund manager.

Founded in 2015, ICONIC London is the creation of entrepreneur Jade Elliott, who saw a gap in the market for a ‘fun & rebellious’ make-up range and launched the brand from her bedroom.

In just three years, ICONIC London has consistently challenged the traditional beauty landscape with a new approach to purchasing beauty in the digital age, amassing over 800k global followers & influential fans to date, which has been integral to the brands instant success.

The sale included a combination of shares and intellectual property rights, to BlueGem.

The Gordon Dadds team was led by Corporate Partner Richard Elliott with support from Elizabeth Callard. The tax work was executed by Huw Witty, Partner and Head of Tax, and support in relation to employment matters was provided by Laura Livingstone, Partner and Head of Employment.

Jade Elliott, Gordon Dadds’ client and founder of ICONIC London, said: “Richard Elliott and his team have been a pleasure to work with. Their knowledge and expertise are second to none and they have demonstrated true professionalism throughout the sale.”

Richard Elliott, Corporate Partner at Gordon Dadds, said: “It was great to have advised on this sale. Jade Elliott, Founder of ICONIC London, has built a hugely successful business in a relatively short space of time. It’s always rewarding helping to support entrepreneurs and family owned businesses.”

The corporate team’s practical and cost effective advice covers all kinds of corporate and commercial matters at home and internationally, and support most aspects of what a business requires through its life-cycle. Clients hail from a wide range of sectors, from start-ups, entrepreneurs and high net-worth individuals to private equity houses, family offices, venture capitalists, financial institutions, private and public companies and multinational corporations. The corporate team works closely with the firm’s real estate, tax, employment, licensing, regulatory, dispute resolution and private client departments, so as to provide ‘onestop’ advice on all aspects of a transaction.

For more information, in the first instance contact Gordon Dadds’ Head of Corporate, Partner Alon Domb.

Gordon Dadds