Madonna: The New Face of KIKO Milano as the Italian Brand Conquers U.S. Market
Italian beauty giant, KIKO Milano, is making a significant move into the American market. And who better to join them on this journey than the Queen of Pop herself? On June 8, 2026, the brand officially welcomed Madonna as its new Global Brand Ambassador, unveiling a captivating cinematic campaign, “The KIKO Show”, masterfully shot by renowned fashion photographer, Rafael Pavarotti.
This exciting announcement aligns with KIKO Milano’s premiere in Macy’s stores, marking its first major U.S. retail partnership. The brand’s presence will initially be felt at three flagship locations: Herald Square in New York City, Manhasset in New York, and Tysons Corner Center in Virginia. However, plans are underway to expand to more locations in the coming months. Despite operating over 1,400 stores across 77 countries and crossing the $1 billion revenue threshold in 2025, KIKO Milano has been notably absent from U.S. brick-and-mortar retail until now.
“KIKO Milano is a powerhouse brand, and it deserves a powerhouse face,” stated Drew Elliott, Chief Brand Officer at KIKO Milano. “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.”
Hero products featured in the campaign include:
- KIKO’s $14 3D Hydra Lipgloss
- Unlimited Double Touch liquid lipstick
- Maxi Mod Mascara
- Ultimate Pen Eyeliner
Macy’s locations will showcase vibrant displays, offer makeup services, and feature product engraving stations, bringing a slice of Milan to American shoppers.
Source: TheIndustry.beauty – KIKO Milano Names Madonna as Global Brand Ambassador in US Expansion Push