Italy is not just a haven for art and fashion, but also a hub for beauty, home to KIKO Milano. In Lombardy, a region in northern Italy renowned for its scenic landscapes like Lake Como, Lake Garda, and the Alps, lies another treasure: Milan. This bustling metropolis is a global fashion destination, hosting the biannual Milan Fashion Week in February and September. Within its charming cobblestone streets, Romanesque and Gothic architecture intertwine, while numerous galleries and museums beckon art enthusiasts. But beyond its picturesque landscapes, fashion, and art, Lombardy is also known as the “Beauty Valley,” a thriving hub for cosmetics. From Brescia and Bergamo, the region’s major cities contribute to 75% of Italy’s total cosmetics exports, generating a remarkable €12 billion turnover in 2022.
This famed cosmetic center is home to KIKO Milano, a beauty brand celebrated for its diverse range of shades and products. In an exclusive interview with Vogue Philippines, Cecilia Schena, KIKO Milano’s Chief Marketing Officer, shares insights into the art of creating makeup with an Italian perspective and the brand’s mission to democratize beauty.
“Italy is a cradle of beauty, I would say,” Schena shares, emphasizing the deep connection between Italy and the art of beauty. “This deep connection with art really shapes our approach at KIKO Milano.” With over 20 years of experience in beauty marketing, Schena highlights the brand’s focus on style, quality, and the inherent Italian allure. “In this case for us, artistry is also related to color. Our rich history defines beauty across art and fashion.”
Schena emphasizes that KIKO Milano’s product development goes beyond just visual appeal. It’s about inviting customers into an experience that engages all the senses. “It’s not just about what you see, but also what you feel. It’s a complete, multi-sensory experience,” she states, underscoring that from formulation to packaging, the customer is always at the forefront of their considerations.
Founded in 1997 by Stefano Percassi, KIKO Milano started as a small store in Milan with a simple mission: to encourage people to express their individuality. This ethos is reflected in the brand’s first tagline, “Be Who You Want To Be,” a message that continues to resonate 26 years later.
In Lombardy, start-ups and established beauty brands collaborate to manufacture over 60% of the world’s cosmetics products, working alongside globally recognized makeup labels. Schena underscores the vital role of innovation in the Beauty Valley’s success. “[It’s] a hotspot of innovation, brimming with technology patents that drive incredible product advancements worldwide,” she explains.
This region also emphasizes strong collaborative relationships among businesses. “At KIKO Milano, we have a deep, symbiotic relationship with the Beauty Valley. This close-knit collaboration allows us to engage in constant dialogue, ensuring our formulations are both market-leading and innovative. We share a common culture and a commitment to excellence.”
Through fruitful dialogue with stakeholders and extensive market research, KIKO Milano has consistently democratized beauty, making high-quality products accessible to a diverse global audience. This has allowed them to create best-selling products like New Unlimited Foundation, Unlimited Blush, Smart Fusion Lip Pencil and Eye Pencil, and Velvet Passion Matte Lipstick. These affordable yet high-quality products are resonating strongly with the Filipino market, as well.
Beyond its well-researched and meticulously developed product line, KIKO Milano reinforces its message of authenticity through its Philippine ambassador, Marian Rivera, leading the charge. The message is clear: high-quality products will always be accessible, empowering individuals to embrace their true selves and express their unique identities.
More than just being made in the Beauty Valley, KIKO Milano embraces artistry and self-expression, allowing individuals to artistically express their unique personalities and creativity through their beauty routines. For more information, visit KIKO Milano’s official website. Follow KIKO Milano Philippines on Instagram and Facebook.
