Charleen Murphy X ICONIC London

Iconic London partnered with Charleen Murphy to showcase their radiant, summer-ready makeup essentials, positioning the brand as the go-to for quick, glowing beauty on the go. The goal was to hero Iconic London’s multi-purpose products through an effortlessly wearable look - brought to life authentically by Charleen, whose audience loves her approachable style and fresh take on beauty.

The campaign focused on visually compelling, beauty-first storytelling, with Charleen creating a radiant full-face “beach get ready with me” in under 5 minutes. Perfect for the summer, the content highlighted luminous, glowing skin while keeping all fashion or lifestyle elements secondary to ensure the products remained the central focus. With her warm, relatable delivery, Charleen brought the effortless glow of Iconic London to life in a way that felt both aspirational and attainable for her audience.

Charleen is one of Ireland’s most trusted and relatable beauty creators. Her highly engaged audience, particularly across TikTok and Instagram, aligned seamlessly with Iconic London’s positioning as a trend-led brand for young women seeking radiant, effortless makeup looks.

Charleen’s fresh, fun, and approachable content style naturally brought the “radiant full-face summer look in under 5 minutes” message to life. By sharing her quick, glowing routine, she offered accessible inspiration while positioning Iconic London as the go-to brand for effortless, confidence-boosting beauty.

Charleen opened with her signature beach girl approach, instantly setting the tone for a fun, summer-ready beauty routine. Filmed in her approachable style, the content highlighted Iconic London’s radiant, effortless products while keeping the focus on achieving glowing skin in under five minutes. By blending authenticity with creativity, Charleen struck the perfect balance of engaging storytelling and beauty expertise, ensuring the products remained central while still feeling relatable and entertaining for her audience.

For her follow-up, Charleen shared a 6 image Instagram Carousel showing ICONIC London’s products on her glowing skin. The content kept her full face clearly visible, with fashion and lifestyle elements kept secondary. Visually compelling and beauty-first, the carousel reinforced Iconic London’s identity and delivered aspirational yet attainable inspiration for her audience.

The collaboration delivered exceptional results, with Charleen’s content achieving 365,772 Reel views, over 25 days of watch time, 4,200+ likes, 385 saves, and strong comments and shares. Notably, 71% of viewers were non-followers, demonstrating her reach beyond existing audiences.

Feed content drove 77% of views, complemented by engagement from Stories and profile visits. The reel outperformed Charleen’s typical content, showcasing the appeal of the creative concept.

The campaign combined authentic storytelling with visually engaging execution, boosting Iconic London’s brand awareness and positioning it as a must-have beauty brand, with Charleen’s reel standing out as a campaign highlight.

The Results