KIKO Milano, commonly referred to as KIKO, is an Italian cosmetics and beauty retailer established in 1997 by the Percassi group. The brand distinguishes itself by merging Italian fashion and design aesthetics with accessible pricing, offering a vast product assortment that encourages experimentation and self-expression. [1]

Currently one of Italy’s leading makeup brands, KIKO has grown into a multinational retailer with physical stores and e-commerce platforms across Europe, the Middle East, Asia, and other regions. In 2026, the company significantly expanded its footprint in the United States through a national retail partnership with Macy’s. [3]

The company states that its products are designed in Milan and that 99% of its manufacturing takes place in Europe. [2]

Foundation and Early Years

KIKO was founded in 1997 within the Percassi business group. Official corporate history credits the brand’s creation to Stefano Percassi, based on a concept from his father, Antonio Percassi. [4]

The founding concept aimed to create a cosmetics label that combined Italian style, fashion-conscious development, and variety with accessible pricing. Rather than positioning itself as an ultra-luxury house, KIKO adopted a mass-premium model, allowing customers to experiment with trends without luxury price points.

Retail Expansion

Throughout the late 1990s and 2000s, KIKO developed its retail network in Italy before expanding internationally. A defining characteristic of this period was the establishment of dedicated mono-brand stores. Unlike traditional department store counters, these locations were designed to allow customers to test and compare a wide range of products, fostering an environment of discovery.

International Growth

During the 2010s, KIKO expanded substantially beyond Italy, entering markets in France, Spain, Portugal, and subsequently the Middle East. This growth was driven by the brand’s combination of Italian aesthetics, extensive selection, and competitive pricing. By the end of 2022, corporate materials reported more than 1,000 locations across over 60 countries. [5]

United States Expansion

A significant milestone occurred in 2026 when KIKO launched a national U.S. retail partnership with Macy’s. Beginning June 6, 2026, nearly 650 SKUs became available at Macy’s Herald Square and online, marking a major entry into one of the world’s most competitive beauty markets. [3]

KIKO is a proprietary brand of the Percassi Group, an Italian conglomerate founded by entrepreneur Antonio Percassi. Before entering business, Percassi was a professional footballer for Atalanta. His business interests eventually expanded to include fashion, beauty, real estate, and sports management. [6]

KIKO operates as a key brand within the Percassi retail ecosystem, which comprises proprietary brands, franchise operations, partnerships, and real estate ventures. [7]

The Significance of “Milano”

The inclusion of “Milano” in the brand name is integral to its identity. KIKO associates itself with Milan as a global centre for fashion, art, architecture, design, and contemporary Italian culture. Products are described as being designed in Milan, reflecting an Italian perspective that incorporates global beauty trends. [8]

Core Philosophy

KIKO’s stated vision is “Igniting your confidence to be who you are.” The brand philosophy centres on individuality and experimentation rather than prescribing a singular ideal of beauty. Consumers are encouraged to explore colour, texture, technique, and personal style. This approach positions KIKO as a trend-driven and playful brand that reinterprets global trends through an Italian lens. [8]

Product Categories

KIKO offers a broad assortment spanning approximately 1,200 products, organised into several key categories: [9]

• Makeup: Includes face products (foundation, concealer, powder, blush, bronzer, highlighter, primers), eye products (eyeshadow, mascara, eyeliner, pencils, brow products), and lip products (lipstick, gloss, liner, liquid lipstick, treatments).
• Skincare: Covers cleansing, moisturisation, facial treatments, eye care, masks, and targeted solutions.
• Body Care: Includes body creams, fragrances, and related products.
• Accessories: Beauty tools and haircare items. [11]

Innovation and Limited Editions

Variety is a primary competitive advantage. The brand operates on the premise that there should always be something new to try, continually introducing seasonal collections, limited editions, trend-inspired colours, and collaborations. [9]

Limited-edition collections are central to KIKO’s identity, often revolving around specific seasons, fashion trends, or cultural themes. This strategy creates a fashion-oriented character distinct from conventional mass-market cosmetics and encourages repeat engagement through product rotation. [10]

Pricing and Positioning

KIKO occupies a niche between mass-market and prestige beauty. It aims to provide high-quality, fashion-forward cosmetics at prices below traditional luxury brands. This “accessible beauty” positioning allows consumers to access sophisticated, trend-driven products without luxury price tags, contributing significantly to its international appeal. [11]

Physical retail is fundamental to KIKO’s business model. Stores are designed for product discovery, presenting large assortments in environments that facilitate testing and exploration. The company integrates these physical locations with e-commerce channels to provide a unified shopping experience. [11]

Additionally, KIKO operates the KIKO ME loyalty programme and offers various services, including online shopping and in-store assistance, in select markets. [12]

KIKO has evolved from an Italian domestic brand into a multinational retailer. Its store network spans numerous regions, though the specific footprint is subject to change as locations open or close. [13]

• Europe: Italy, France, Spain, Portugal, UK, Germany, Belgium, Switzerland, Ireland, Greece, Romania, Czech Republic, and others.
• Middle East: UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, Lebanon, Jordan, Oman, Iraq.
• Asia: India, Thailand, Indonesia, Hong Kong, Philippines, Pakistan, and others.
• Americas: United States, Brazil, Mexico, and selected Latin American markets.

For current store locations, the official KIKO store locator serves as the primary reference. [13]

Presence in the Philippines

KIKO lists the Philippines among its Asian markets. [13] While the brand maintains a presence in the region, specific details regarding local store counts or exclusive Philippine launches are not detailed in general corporate summaries. The U.S. expansion via Macy’s in 2026 included nearly 650 SKUs, providing a benchmark for the breadth of assortment typically available in international markets. [14]

European manufacturing is a core component of KIKO’s value proposition. The company states that 99% of its products are produced in Europe. Earlier sustainability reports indicated that in 2022, 99.9% of products were made in Europe, with 75% manufactured specifically in Italy. [15]

KIKO conducts extensive product testing and maintains strict quality and safety standards for ingredients and formulations, leveraging European production as a marker of quality. [16]

Sustainability and ESG considerations are increasingly integrated into KIKO’s corporate strategy. Parent company Percassi identifies environmental protection, social responsibility, inclusion, and ethical business practices as priorities. [17]

KIKO’s corporate initiatives address responsible sourcing, product safety, packaging, regulatory compliance, animal welfare policies, and social responsibility, aligning with broader industry shifts toward transparent production. [17]

Strengths

• Italian Design Heritage: Strong association with Milanese fashion and culture.
• Extensive Assortment: Approximately 1,200 products allow for complete routine building. [18]
• Accessible Pricing: Fashion-forward cosmetics positioned below luxury price points.
• Retail Experience: Dedicated stores facilitate product experimentation.
• Innovation Cycle: Frequent launches and limited editions drive recurring traffic.
• International Scalability: A concept that translates effectively across diverse markets.

Challenges

• Market Saturation: The beauty sector is highly crowded, particularly in digital channels.
• Differentiation: Competition includes drugstore brands, Sephora exclusives, luxury houses, celebrity lines, influencer brands, K-beauty, and DTC startups.
• Operational Complexity: Maintaining consistency across a vast, rapidly rotating assortment presents formulation and inventory challenges.
• Brand Awareness: While strong in Europe, KIKO faces lower recognition in markets dominated by legacy players like MAC, Maybelline, L’Oréal, and Estée Lauder Companies.

KIKO Milano is an Italian cosmetics company founded in 1997 by the Percassi group. Rooted in Milanese fashion and design, the brand has built its identity on making trend-driven beauty accessible through a vast assortment of approximately 1,200 products, including makeup, skincare, and accessories. With a philosophy centred on individuality and experimentation, KIKO combines dedicated physical retail with e-commerce and has expanded globally across Europe, Asia, the Middle East, and the Americas. As of 2026, the brand continues its international growth, underscored by a major U.S. retail launch with Macy’s. [19]

1. KIKO MILANO I About our Brand
2. Kiko Stores – Store Locator| Find the nearest store | Kiko Milano
3. KIKO Milano Makes U.S. Retail Debut with National Launch at Macy’s
4. S U S T A I N A B I L I T Y
5. Kiko Stores – Store Locator| Find the nearest store | Stores
6. Affordable Makeup & Skincare to Reveal Your True Beauty | KIKO
7. Hakkımızda | KIKO
8. KIKO MILANO I About our Brand
9. KIKO MILANO – Fais Group
10. Kiko Stores – Store Locator| Find the nearest store | Stores
11. Affordable Makeup & Skincare to Reveal Your True Beauty | KIKO
12. Kiko Stores – Store Locator| Find the nearest store | Kiko Milano
13. Kiko Stores – Store Locator| Find the nearest store | Stores
14. Couleur – KIKO MILANO
15. KIKO MILANO | LinkedIn
16. KIKO MILANO | LinkedIn
17. KIKO MILANO | LinkedIn
18. KIKO MILANO | LinkedIn
19. KIKO MILANO | LinkedIn