London Prime is a beauty tools brand offering premium, cruelty-free makeup brushes and accessories, with products available through its online store in India. Its range is designed to support everyday makeup routines as well as professional application, with face and eye brushes, individual brushes, and brush sets in a variety of shapes. Customers can also shop for makeup sponges and brush-and-sponge combinations, including foundation brush options intended to help apply and blend products.

Beyond brushes, London Prime sells brush holders in different sizes and colours, vanity bags, brush cleanser, makeup remover wipes, glitters, and face masks. The brand also features combo deals and promotional offers, and shares guides and tips on brush selection, makeup application, and blending through its blog and videos. London Prime says its beauty tools are intended to help women feel confident and make makeup routines more effortless, while its educational content aims to help customers understand the essentials they use.