This Iconic London Primer is Supposedly, well, Iconic… But Does it Actually Live Up to its Hype?

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Main image – Courtesy of writer

If you follow any makeup artists or influencers online, you’ll be sure to have heard of Iconic London. Founded in 2015, it is now considered a hero makeup brand amongst many, thanks to their clever formulas that – apparently – really work.

One product in particular – Iconic London Underglow Blurring Primer (£25 from Boots UK /$32 from Sephora US) – has attracted lots of attention online thanks to its seeming ability to keep makeup in place all day, with one makeup reviewer even saying it works ‘like a magnet’.

After reading that, I just had to try it. However, I’d heard that the formula was pearly, illuminating and dewy – three words my oily skin and I don’t particularly want to hear. But in the spirit of keeping an open mind (and hopefully stopping my makeup from sliding off within hours of application), I was excited to try it and see what all the fuss was about.

Would it be too illuminating for my already shiny skin? And does it actually keep makeup on like a magnet? Keep scrolling to read my honest review.

The product details

The bottle with pipette applicator is 27ml and contains a formula that promises to enrich the skin, protect from blue light, allow makeup to apply ‘like a dream’ and make it stay put all day. It also aims to minimise the appearance of pores and blur imperfections whilst giving the skin a ‘soft, candlelit glow’.

Iconic London Underglow Blurring Primer bottle on fabric

Image – Courtesy of writer

The product is silicone based which some people may not be a fan of (er, me). Its main ingredients are artemisia capillaris which is a Japanese plant extract that cleverly helps to protect against blue light exposure, vitamin C for skin radiance and soft-focus blurring powders to smooth and blur lines and large pores.

How I tested it

For an entire week, I did my morning cleanse, used my usual day serum and moisturiser and then applied the Iconic London Underglow Blurring Primer. I applied a full face of makeup on top to see how well the primer would work.

First impressions

The first thing I noticed when taking the pipette out of the bottle is that it is fully loaded with product. So, rather than actually squeezing the pipette to get a drop of primer, you can just help yourself to whatever is already on the sides of the applicator! It was pretty messy at first, so be aware when you open it for the first time.

Iconic London Underglow Blurring Primer product texture on fingers

Image – Courtesy of writer

The next thing I noticed is that I clearly don’t read instructions properly (but this is obviously a ‘me’ problem). Word of warning – you absolutely have to shake the bottle well before opening it, otherwise you’re left with an oily residue on your fingers, instead of the thicker, pigmented formula it’s meant to be. Oops.

The colour of the formula is a pale pink and quite pearly. It actually looks like it should be more of a highlighter or finishing product than something you’re going to apply all over your face. This was another scary element for me and my oily skin, but we went with it.

Iconic London Underglow Blurring Primer swatch rubbed in on hand

Image – Courtesy of writer

The formula smells pleasant enough – not the prettiest but not something I would reject wearing on my skin (plus it doesn’t linger). The texture is quite runny but not messily so and when I rubbed it between my fingers it felt really lovely – smooth and hydrating. A great start!

My results

This product looks really beautiful on the skin. You can tell as soon as you’ve massaged it around your face why people love it so much and there is zero pilling too. It’s super glowy, hydrating, lightweight and really easy and comfortable to both apply and wear.

It instantly gives my skin a noticeable glassy finish, and I definitely look more radiant and awake, that’s for sure! But, without wanting to burst the Iconic London bubble, it might just be a little too radiant to wear alone if you’ve got oily skin. After all, naturally shiny skin mixed with super radiant, glassy primer? Not the best combination.

Luckily that’s not the end of the story because I’m not done with my morning routine yet. The next step is to apply my foundation which is liquid and, most importantly, incredibly matte (Nars Soft Matte Complete Foundation, £26.25). And I have to say, it applies really beautifully over the top of the primer. It feels super smooth and just glides over my skin like an ice skate.

Iconic London Underglow Blurring Primer on woman's skin showing results of the primer

Image – Courtesy of writer

Once everything is blended in together, I am left with a flawless finish that’s not too shiny but not too matte either. It’s the perfect balance of dewy glow, whilst keeping my oil at bay.

So now that I’d discovered it worked well as an ‘underglow’, as well as a good assistant to liquid foundation, I needed to wait and see whether my oily skin would buckle under the pressure of such a dewy, radiant formula for the rest of the day.

Alas, it buckled. Around two hours later, I looked in the mirror and my face looked like one big oil slick. Sob! That perfect balance hadn’t lasted, my t-zone was particularly shiny and all around my nose was greasy.

I think the added oil production also contributed to my not noticing any minimised pores or ‘blurred’ lines too. I was pretty disappointed. But…there is a but.

With regards to how it works as a primer, I am actually super impressed. Despite my face gleaming (and not in a good way), my makeup hadn’t actually budged and didn’t for the duration of the day. Whilst some products cause it to completely slide off and transfer onto my clothes within a few hours, this primer clings onto it and doesn’t let go.

Iconic London Underglow Blurring Primer bottle in woman's hand

Image – Courtesy of writer

So perhaps I’m just the wrong skin type for it. It pains me to admit it because it’s such a gorgeous formula but I’m happy to pass the baton onto my drier skinned friends. I shan’t – can’t – use it going forward as my oily skin just won’t tolerate it, but I know that those with a different skin type can use it and will really, really love it.

What other users are saying

The only solid criticism we can find is about this product not always being in stock (probably testament to how popular it is).

Taking to Reddit, Strong-Resolution-12 writes, “at times it seems a bottle goes pretty quickly and stock of it seems inconsistent.” On the contrary, I remember thinking when I was using it that my bottle would last and last because you don’t need to use much, but perhaps drier skin types need to use more in one go.

Elsewhere, the love for this product is strong. PastaFiend0629 says, “This is hands down the best primer I have ever used.” While ApprehensiveSwan9576 adds, “it’s really good, one of my favourites for my dry skin.” Wide_Cup382 says, “I bought it a few weeks ago thinking that it was going to be overhyped and I wear it every day and I’m obsessed with it.”

Overall value for money

I was actually pleasantly surprised when I found out this product is £25/$32. When you think about the likes of Charlotte Tilbury charging £39/$49 for her Hollywood Flawless Filter, which is described as a blurring, illuminating skin booster/primer, this is a really reasonable price. (And psst, I think it’s a better primer too).

The takeaway

This one was always going to be a hard sell to us oily skin types but by all means, give it a go and see for yourself. You may not be as oily as me (again – sob!) so you never know.

Oily skin aside, it really is the most beautiful formula. Hydrating, smooth, super-duper glowy and it grabs hold of makeup for hours and hours. Put it this way, if I had dry skin, I would be ordering it in bulk and selecting express delivery.