With the queen of pop in one hand and an inaugural U.S. retail partnership in the other, Kiko Milano is ready to take on the American makeup market.
The Italian beauty brand, which in 2025 crossed the $1 billion sales threshold for the first time, is marking its first big U.S. push with a Macy’s launch and a partnership with Madonna, who joins the 29-year-old brand as its second-ever global ambassador.
“We collectively decided that we wanted to come to the U.S. and make a scene,” said Drew Elliott, who joined Kiko as chief brand officer in 2025, exiting his previous role as global creative director at MAC Cosmetics. “Kiko Milano is a powerhouse brand, and it deserves a powerhouse face. Madonna is that person: she has Italian roots; she’s known for reinvention, for boldly being exactly who she is — and, many times, using makeup to do that. She is the Kiko girl.”
Madonna debuts in her role via the brand’s “The Kiko Show” campaign, which is set to an exclusive Stuart Price remix of the pop icon’s latest single, “Bring Your Love,” and shows Madonna shifting through different beauty personas.
Madonna for Kiko Milano
