Kiko

About Kiko

Kiko Milano, an Italian cosmetics brand, was established in 1997 by Antonio Percassi, an entrepreneur with a background in professional football and extensive experience in retail development. The brand was brought to life through the implementation of his son, Stefano Percassi, who drew inspiration from the fashion world to shape the brand's strategy. Antonio's journey into retail began in 1976 after his football career, starting with a Benetton store and expanding to manage networks for major brands like Zara, Nike, and Gucci through his holding company, Percassi Group. This deep retail expertise was foundational to Kiko's launch.

The company operates in the global cosmetics market, targeting a broad demographic that includes young adults and beauty enthusiasts, with a particular focus on female customers aged 18-35. Kiko's business model is centered on providing professional-quality makeup and skincare at affordable prices, a strategy that bridges the gap between luxury and mass-market beauty. Revenue is generated primarily through its extensive network of directly operated physical stores and a growing e-commerce presence. The in-store experience is designed to be engaging, featuring vibrant displays, music, and personalized beauty consultations. In April 2024, private equity firm L Catterton acquired a majority stake in the company, signaling a new phase of accelerated global expansion, particularly in the US and India.

Kiko Milano offers a vast portfolio of over 1,200 products, including makeup, skincare, and accessories, with a significant portion dedicated to color cosmetics. The brand is known for its frequent product launches, including up to seven limited-edition collections annually, which are inspired by fashion and global trends. This approach creates a sense of novelty and urgency for consumers. A core tenet of their product strategy is quality, with 99% of products being manufactured in Europe and subjected to rigorous safety testing. Key products that have gained significant popularity include the 3D Hydra Lipgloss and the Smart Fusion lipstick. While color cosmetics represent over 80% of revenue, the company is actively expanding its skincare, haircare, and fragrance categories to diversify its offerings.