ICONIC London Sheer Blush 12.5ml (Various Shades)

Offering trend-led, celebrity-approved (its graced the face of Kim KW, for one) products and application tools that challenge tradition, ICONIC London was founded by trained make up artist Jade Elliott. With crafty contouring tools, heavenly highlighters and brilliant brushes, this is the range responsible for the flawless faces and seamless selfies that dreams are made of.

The key to the dewiest, buildable flush, ICONIC Londons Sheer Blush comes in six, juicy hues to lend natural, pinched-your-cheeks colour that looks like your face made it.

A silky, watercolour formula that grants a subtle, painterly wash that is easily layered for added intensity, this fluid diffuses with ease for a beautifully, luminous look. With six shades to flatter the spectrum of skin tones from berry to colour-pop coral the pigments are easily mixed to achieve the most flattering flush. Suitable for cheeks and lips, the non-drying, vegan and cruelty-free formula is key to achieving a 'soft focus' finish. Think: 'lit from within' in a pocket-sized tube.