Kiko Milano Taps Madonna As Global Brand Ambassador

Italian beauty brand Kiko MIlano is entering a ”bold new era,” it contends, with a new global brand campaign starring Madonna as its new global brand ambassador. 

Under the creative direction of chief brand officer Drew Elliott, the Kiko Show marketing campaign features Madonna transforming through a series of striking beauty personas while posing one provocative question: “Have you met Kiko?”

Shot by photographer Rafael Pavarotti, with creative makeup direction by Kiko Milano global makeup artistry creative director Marcelo Gutierrez, the campaign also features styling by Sadie Davies, including “archival YSL by Tom Ford” and pieces from Madonna’s own Confessions Tour archive, hair by Eugene Souleiman and a custom soundtrack created by Stuart Price.

Elliott commented in a media statement: “Madonna is the blueprint. She’s everything. Working with Madonna let us push Kiko Milano to the next level. It’s designed to demand an audience, just like our muse and just like the products themselves. The Kiko show has just begun, and we have more up our sleeves.”

The campaign highlights Kiko’s “commitment to creating Italian-engineered formulas with trend-led products accessible to everyone,” he added.

The Kiko Show brand campaign launched globally, starting in the US at Macy’s at three stores in Herald Square, Manhasset and Tyson’s Corner Center. 

The project was teased on Reddit this week.

About Kiko Milano

Founded in 1997, Italian company Kiko Milano is among the largest privately-owned color cosmetics brands in the world. In 2024, L Catterton acquired a majority stake in the brand from the founding Percassi Family, who will retain a significant stake in the company. It has an extensive retail network of more than 1,100 stores in 66 countries and e-commerce platform.

L Catterton has invested in more than 30 beauty brands across the globe, including Intercos, Elemis, Maria Nilla and Oddity, among many others.

Madonna’s Favorite Kiko Products

As the queen of pop and a longtime beauty trendsetter known for bold, unapologetic confidence, Madonna is spotlighting some of her favorite products from Kiko Milano, including the global bestseller 3D Hydra Lipgloss which sells one unit globally every second, now available at select Macy’s stores and on Macys.com:

💋 3D Hydra Lipgloss ($14)
💄 Unlimited Double Touch Liquid Lipstick ($18)
✨ Ultimate Pen Eyeliner ($16)
👁️ Long Lasting Eyeshadow Stick ($13)