Kiko Milano has chosen Madonna to lead its largest move into the United States to date. The Italian cosmetics company named Madonna its new global ambassador as it prepares to expand into Macy’s stores, giving American customers wider access to products that previously reached them mainly through digital channels.
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Its new retail partnership places Kiko Milano inside three Macy’s stores. The first locations include the Herald Square flagship in New York City, the Manhasset store in New York and the Tysons Corner Center branch in Virginia. The company plans to add further locations during the coming months.
Madonna introduces this new chapter through The Kiko Show. The campaign follows her through several makeup identities and uses an exclusive Stuart Price remix of her latest single, “Bring Your Love.” Kiko Milano frames the project around self-expression, freedom and the role makeup can play in personal transformation.
Drew Elliott joined Kiko Milano as chief brand officer in 2025. He said the company wanted a highly recognisable figure who could introduce its character to American customers. “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,” he said.
Elliott said the initial U.S. rollout will give priority to products that define the company for existing customers. This approach allows shoppers who encounter Kiko Milano for the first time to begin with its most established formulas and categories.
The company also plans to build a distinctive retail environment around the assortment. Macy’s locations will feature colorful displays, makeup services and product engraving stations.
“Luxury experience at an affordable price is this sweet spot of the American consumer,” Elliott said. He described the counters as spaces that connect Milan references with pop culture.
Chief executive officer Simone Dominici believes the company can compete through product quality, rapid development, accessible pricing and its Italian identity. He described Kiko Milano as a brand that combines prestige-level formulas with the speed associated with mass-market beauty.
