So you want a sumptuous wash of colour on the lids in just one swoosh? Say ‘hello’ to ICONIC London’s new Liquid Matte Eyeshadow: six pigmented shades delivered via a velvety soft cream formula that dries down to a last-all-day matte finish.

Simple and speedy to use, these lightweight liquid shadows are infused with nourishing vitamin E to help create smooth, seamless colour payoff. With each shadow designed to be worn alone, blended together or used as a base to intensify the rest of your powder shadows, the only question left is which shade to choose from. ‘Rich Soul’ is a deep, merlot red; ‘Rise’ is an earthy brown; ‘Wild Heart’ is a warm terracotta; ‘Captivate’ is a smokey brown; Aura is a soft-focus tan; and ‘Free Spirit’, a playful, peachy-pink.

1)    Use alone to create a seamless, soft-focus wash of colour.

2)    Using the Liquid Matte Eyeshadow as an eyeliner along the lash line.

3)    Use as a base for your other eyeshadow products to help improve the longevity and colour payoff.

Founded by trained make up artist Jade Elliott, ICONIC London offers trend-led, celebrity-approved (it’s graced the face of Kim KW, for one) products and application tools that challenge tradition. First earning our affection with their ingenious mists and highlighters, they've since ventured into the realm of blushes, bronzers, brow products — and now liquid shadows. Fool-proof and with instant impact, the Liquid Matte Eyeshadows come in six rich shades; wear alone for a wash of colour on the lids, or layer them up for a crease-free ‘wow’-heavy look. 

‘Rich Soul’ 

Isododecane, Trimethylsiloxysilicate, C9-12 Alkane, Kaolin, Silica, Hydrogenated Polycyclopentadiene, Bis-diglyceryl Polyacyladipate-2, Ethylene/Propylene/Styrene Copolymer, Dicalcium Phosphate, Disteardimonium Hectorite, Butylene/Ethylene/Styrene Copolymer, Coco- Caprylate/Caprate, Propylene Carbonate, Lecithin, Pentaerythrityl Tetra-di-tbutyl Hydroxyhydrocinnamate, Tocopherol, Ascorbyl Palmitate, Citric Acid. May Contain (+/-): Ci 77491 (Iron Oxides), Ci 77891 (Titanium Dioxide), Ci 77007 (Ultramarines), Ci 77492 (Iron Oxides), Ci 77499 (Iron Oxides). 

‘Rise’  

Isododecane, Trimethylsiloxysilicate, C9-12 Alkane, Kaolin, Silica, Hydrogenated Polycyclopentadiene, Bis-diglyceryl Polyacyladipate-2, Ethylene/Propylene/Styrene Copolymer, Dicalcium Phosphate, Disteardimonium Hectorite, Butylene/Ethylene/Styrene Copolymer, Coco- Caprylate/Caprate, Propylene Carbonate, Lecithin, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Tocopherol, Ascorbyl Palmitate, Citric Acid. May Contain (+/-): Ci 77491 (Iron Oxides), Ci 77891 (Titanium Dioxide), Ci 77492 (Iron Oxides), Ci 77499 (Iron Oxides). 

‘Wild Heart’ 

Isododecane, Trimethylsiloxysilicate, C9-12 Alkane, Kaolin, Silica, Hydrogenated Polycyclopentadiene, Bis-diglyceryl Polyacyladipate-2, Ethylene/Propylene/Styrene Copolymer, Disteardimonium Hectorite, Butylene/Ethylene/Styrene Copolymer, Coco-caprylate/Caprate, Propylene Carbonate, Dicalcium Phosphate, Lecithin, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Tocopherol, Ascorbyl Palmitate, Citric Acid. May Contain (+/-): Ci 77891 (Titanium Dioxide), Ci 77491 (Iron Oxides), Ci 77492 (Iron Oxides), Ci 77499 (Iron Oxides). 

‘Captivate’ 

Isododecane, Trimethylsiloxysilicate, C9-12 Alkane, Kaolin, Silica, Hydrogenated Polycyclopentadiene, Bis-diglyceryl Polyacyladipate-2, Ethylene/Propylene/Styrene Copolymer, Disteardimonium Hectorite, Butylene/Ethylene/Styrene Copolymer, Coco-caprylate/Caprate, Propylene Carbonate, Dicalcium Phosphate, Lecithin, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Tocopherol, Ascorbyl Palmitate, Citric Acid. May Contain (+/-): Ci 77891 (Titanium Dioxide), Ci 77491 (Iron Oxides), Ci 77492 (Iron Oxides), Ci 77499 (Iron Oxides). 

‘Aura’  

Isododecane, Trimethylsiloxysilicate, C9-12 Alkane, Kaolin, Silica, Hydrogenated Polycyclopentadiene, Bis-diglyceryl Polyacyladipate-2, Ethylene/Propylene/Styrene Copolymer, Disteardimonium Hectorite, Butylene/Ethylene/Styrene Copolymer, Coco-caprylate/Caprate, Propylene Carbonate, Dicalcium Phosphate, Lecithin, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Tocopherol, Ascorbyl Palmitate, Citric Acid. May Contain (+/-): Ci 77891 (Titanium Dioxide), Ci 77491 (Iron Oxides), Ci 77492 (Iron Oxides), Ci 77499 (Iron Oxides). 

‘Free-Spirit' 

Isododecane, Trimethylsiloxysilicate, C9-12 Alkane, Kaolin, Silica, Hydrogenated Polycyclopentadiene, Bis-diglyceryl Polyacyladipate-2, Ethylene/Propylene/Styrene Copolymer, Dicalcium Phosphate, Disteardimonium Hectorite, Butylene/Ethylene/Styrene Copolymer, Coco- Caprylate/Caprate, Propylene Carbonate, Lecithin, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate, Tocopherol, Ascorbyl Palmitate, Citric Acid. May Contain (+/-): Ci 77491 (Iron Oxides), Ci 77891 (Titanium Dioxide), Ci 77492 (Iron Oxides), Ci 77499 (Iron Oxides).