Kiko

What Kiko does

KIKO Milano is an Italian cosmetics brand founded in 1997 and headquartered in Milan, operating as Italy's leading mass-prestige ("pricetige") beauty company. It designs and sells over 1,200 makeup and skincare products — including lip glosses, lipsticks, foundations, mascaras, eyeliners, blushes, and serums — at price points ranging from roughly $2.99 to $28, targeting women seeking prestige-quality European cosmetics at accessible prices. Approximately 99% of products are manufactured in Europe, and the catalog includes proprietary ingredient complexes such as the 3D Lip Complex (Bidens pilosa Extract, Cotton seed oil, Linseed oil) and the KIKO Love Complex (Rose Extract, Hyaluronic Acid, Organic Barley Water).

The company operates a globally distributed omnichannel business model built on three pillars: (1) 1,000+ owned retail stores worldwide, including 21 in Ukraine and a new footprint in India via Reliance Retail; (2) direct e-commerce through kikocosmetics.com with free shipping above $29; and (3) third-party retail partnerships, most notably the 2026 US debut at Macy's (Herald Square flagship and macys.com with ~650 SKUs) and Reliance Retail in India. AI-powered digital beauty services — an augmented-reality Instant Makeup Try-On and an algorithmic Skincare Pro Advisor — supplement the in-store Beauty Advisor experience, while the KIKO ME loyalty program drives repeat purchases. Headcount is in the 5,001–10,000 range, reflecting a substantial retail and corporate workforce.

Ownership shifted in April 2024 when L Catterton acquired a majority stake from founding family Percassi; concurrently, Reliance Retail Ventures Limited acquired the brand for Indian operations. KIKO is actively expanding, with 2026 milestones including the US Macy's launch, a Madonna global brand ambassador partnership, a Love Fusion Foundation launch in 49 shades, and entry into the Milano Cortina 2026 Olympic Fan Village as a sponsor. Revenue is not publicly disclosed, but scale signals — 1,000+ stores, multi-continent operations, and PE backing by a consumer-growth-focused sponsor — place the company in the mid-to-upper nine-figure revenue band.

Name

Kiko

Legal name

KIKO S.p.A.

Website

https://kikocosmetics.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

KIKO Milano is Italy's leading affordable-prestige cosmetics brand, selling 1,200+ makeup and skincare products across 1,000+ retail stores, e-commerce, and partners like Macy's and Reliance Retail, serving women in Europe, the US, India, and Ukraine.

Ownership category

akta.pro rank

Product category

Cosmetics and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Eye & Lip Skincare (CRABAAAC)

Keywords

• Cosmetics manufacturing
• Makeup products
• Skincare products
• Beauty retail stores
• Lipstick collection

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Store Sales: Physical retail stores globally (1,000+ locations) generating primary revenue through face-to-face customer service with Beauty Advisors providing personalized consultations
2. E-commerce/Direct Online Sales: Direct-to-consumer online sales through kikocosmetics.com with shipping fulfillment, supporting omnichannel strategy
3. Third-party Retail Distribution: Sales through retail partners like Macy's in the US, with brand placement in physical retail environments

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

KIKO Milano designs, manufactures, and retails a portfolio of more than 1,200 makeup, skincare, and beauty accessory products under its own brand. Products are designed in Milan with 99% produced in Europe and sold through 1,000+ owned retail stores, the kikocosmetics.com e-commerce site, and third-party retail partnerships. Flagship categories include lip products (lipsticks, glosses, pencils), face (foundations, blush, concealers, primers), eye (mascaras, eyeshadows, eyeliners), nails, skincare (serums, cleansers, masks, treatments), and beauty accessories.

Product overview

KIKO Milano is Italy's leading beauty brand offering a comprehensive cosmetics portfolio of over 1,200 products designed in Milan with 99% produced in Europe. The product ecosystem encompasses makeup (lipsticks, lip glosses, mascaras, foundations, eyeshadows, eyeliners, blush, concealers) and skincare (serums, moisturizers, cleansers, masks, treatments) across multiple sub-brands and limited-edition collections. Key flagship products include the 3D Hydra Lipgloss series (including the extreme variant), Unlimited Double Touch lipstick, Maxi Mod Mascara, and Full Coverage Foundation. The brand differentiates through proprietary ingredient technologies like 3D Lip Complex and KIKO Love Complex. Recent launches include Love Fusion Foundation (49 shades), Kissable Lip Volume Cream, and the Hue Ready? limited-edition collection. KIKO also offers AI-powered digital beauty services including Instant Makeup Try-On and Skincare Pro Advisor. The brand operates over 1,000 stores globally with omnichannel retail presence.

Differentiator

Problem solved

Functional benefit

Products and services

• 3D Hydra Lipgloss KIKO's flagship 3D-effect moisturizing lip gloss with non-sticky finish; formula enriched with proprietary 3D Lip Complex providing hydration for up to 10 hours. Available in over 30 shades for women seeking high-shine lip color with skincare benefits.
• Unlimited Double Touch Liquid lipstick with bright finish in two-step application lasting up to 16 hours with a no-transfer base colour. Targeted at women seeking long-wear lip color.
• New Maxi Mod Mascara Volumizing mascara providing 200% volume boost with up to 10-hour hold, featuring a small precise applicator for larger-than-life lashes. Targeted at women seeking dramatic eye makeup.
• Full Coverage 2-in-1 Foundation & Concealer Dual-action foundation and concealer that minimizes imperfections with a second-skin effect and satiny matte finish. Targeted at women seeking full-coverage face makeup in one product.
• Long Lasting Eyeshadow Stick Creamy stick-format eyeshadow with extreme 24-hour hold for portable eye color application. Targeted at women seeking long-wear eyeshadow.
• One Magic Touch Lip Stylo Lipstick with one-handed slide opening mechanism delivering long-lasting hydration, rich color, and precise application. Targeted at women seeking premium lipstick user experience.
• Unlimited Blush Long-lasting powder blush with buildable color payoff. Targeted at women seeking customizable cheek color.
• Love Fusion Foundation Foundation available in 49 shades with 24-hour hydration, 16-hour wear, and breathable formula featuring proprietary KIKO Love Complex with Rose Extract, Hyaluronic Acid, and Organic Barley Water. Targeted at women seeking inclusive-shade, long-wear foundation.
• Kissable Lip Volume Cream Lip-perfecting balm with Italian raspberry extract, hyaluronic acid, and shea butter delivering 22% immediate hydration increase and visible plumping effect. Available in 6 mood-matching shades, Made in Italy.
• Hue Ready? Collection Limited-edition color cosmetics collection with hybrid textures, metallic, duochrome, and holographic finishes, including new Water Eyeshadow shades and 3D Hydra Lip Oil. Targeted at trend-driven beauty consumers.
• Eyeconica Eyeliner Edit Collection of four eyeliners: Micro Tip (12-hour hold), Winged (24-hour water-resistant), Daring Look Eye Marker, and Ultimate Pen Eyeliner. Ophthalmologically tested. Targeted at women seeking precision eye makeup.
• Bright Lift Intensive Night Serum Corrective night serum with regenerating effect targeting wrinkles and signs of aging. Targeted at women seeking anti-aging skincare.
• Pure Clean Cleansing Balm Cleansing balm and makeup remover from the Pure Clean skincare line for makeup removal and skin cleansing. Targeted at women in daily skincare routines.
• Face 13 Kabuki Brush Kabuki brush with synthetic bristles designed for applying face powders. Targeted at consumers seeking professional-quality makeup application tools.
• Instant Makeup Try-On AI-powered augmented reality virtual try-on service allowing customers to virtually apply makeup products and visualize results before purchase. Available to consumers via kikocosmetics.com.
• Skincare Pro Advisor AI-powered application that analyzes customer skin data and builds personalized skincare routines with product recommendations from KIKO's portfolio.

Quantifiable outcome

• 11x ROAS achieved in TripleLift retail media campaign vs Amazon benchmarks
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor, core and flagship.

• TripleLiftminorGTM or Marketing Partner · 22 June 2026Retail media advertising partner for offsite advertising campaigns. KIKO Milano case study showed 11x ROAS against Amazon benchmarks, demonstrating effective digital advertising strategy.
• Macy'scoreChannel Partner/ Reseller/ Distributor · 6 June 2026US retail debut partnership launching KIKO products at Macy's Herald Square flagship in NYC and macys.com with nearly 650 SKUs representing the full product assortment. Partnership marks significant milestone in North American expansion, introducing KIKO's 'pricetige' model to US consumers at scale.
• MadonnaflagshipGTM or Marketing Partner · 1 June 2026Madonna named Global Brand Ambassador for 'The Kiko Show' campaign launching globally on June 8, 2026. Partnership coincides with KIKO's expansion into US retailer Macy's and Madonna's new album 'Confessions II' release on July 3.
• INTERTOP UkraineminorChannel Partner/ Reseller/ Distributor · 15 April 2026Exclusive distributor partnership for Ukraine e-commerce launch offering nationwide delivery with expanded product assortment and themed collections. Complements existing 21 physical stores in Ukraine.
• AdyencoreTechnology or Integration · 19 March 2025Integrated Adyen's unified commerce payments solution to streamline checkout across global store network. Enables multiple payment methods for customers while providing KIKO with transaction data insights for personalized customer interactions, supporting global expansion strategy.
• Reliance Retail Ventures LimitedcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Reliance Retail acquired KIKO Milano in 2024, managing India expansion including store openings across the country. First South India store opened in Kochi, Kerala as part of larger India growth strategy.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• MAC Cosmetics: MAC is the closest direct peer — a global professional-affordable color cosmetics brand sold through department stores (including Macy's), own retail, and pro channels. KIKO's Macy's debut with 650 SKUs and 'pricetige' positioning directly competes with MAC's core proposition.
• NYX Professional Makeup: NYX is a mass-affordable professional makeup brand owned by L'Oréal, sold across drugstores, own retail, and Ulta. Directly comparable to KIKO on price points ($3–$20), professional positioning, and target Gen Z / Millennial beauty consumer.
• e.l.f. Beauty: e.l.f. is the leading affordable beauty brand in the US with aggressive shade expansion, viral hero SKUs, and a heavy digital/retail media playbook. KIKO competes with e.l.f. at the same price points in US mass and drug channels, and e.l.f.'s 11x-style retail media benchmarks contextualize KIKO's ROAS claims.
• Fenty Beauty: Fenty redefined inclusive shade range (40+ at launch) and built a global brand from inclusive foundations and lip products. Directly comparable to KIKO on shade-range strategy, omnichannel retail, and viral hero-SKU marketing.
• NARS Cosmetics: NARS is a prestige-accessible color cosmetics brand owned by Shiseido, sold in department stores (including Macy's) and own retail. Comparable on professional-artistry roots, shade-inclusive foundations, and global expansion via third-party retail partnerships.
• Flormar: Flormar is an Italian-origin affordable color cosmetics brand with strong presence in EMEA and emerging markets. Closely comparable to KIKO on European manufacturing heritage, accessible price points, and broad face/lips/eyes portfolio.

Broad incumbents

• Charlotte Tilbury: Charlotte Tilbury is a leading accessible-luxury color cosmetics brand with a strong celebrity-founder narrative, global department-store distribution, and inclusive shade ranges — directly comparable to KIKO's 'pricetige' positioning at a slightly higher price tier.
• Maybelline New York: Maybelline (L'Oréal) is the global mass-market color cosmetics leader, sold in 130+ countries with deep drugstore and mass distribution. Highly comparable on price band and category coverage, with significantly larger scale and US shelf presence.
• Sephora Collection: Sephora's private-label color cosmetics line competes in the same affordable-luxury tier across face, lips, and eyes — sold through Sephora's 2,600+ global stores and online, with comparable inclusive shade strategies and prestige-quality positioning.
• The Body Shop: The Body Shop is a global affordable beauty + skincare brand with 2,000+ retail stores in 70+ markets. Comparable to KIKO on omnichannel global footprint (large store base + ecommerce), affordable pricing, and broad color cosmetics / skincare range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kikomilanopt
• Instagraminstagram.com/kikomilano
• Facebookfacebook.com/KikoMilanoGlobal
• LinkedInlinkedin.com/company/kiko-make-up-milano---percassi

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kiko