MILAN — Kiko Milano is continuing to build its high-profile team.
Following the appointment of former MAC Cosmetics global creative director Drew Elliott as chief brand officer last year, the Italian beauty label has named Marcelo Gutierrez as its first global makeup artistry creative director, banking on his experience and artistic vision to enhance its product development and creative campaigns.
“Marcelo’s unique creative vision, combined with a modern understanding of beauty culture, will play a fundamental role in sharpening our makeup identity worldwide,” Elliott said. “Together, we look forward to redefining accessible, high-impact beauty globally.”
Kiko Milano’s new “Hue Ready?” limited edition launched this month.
Cosimo Buccolieri/Courtesy of Kiko Milano
Trained as a multidisciplinary artist, Gutierrez moved to New York at age 20 to pursue filmmaking. He fell into makeup by chance, painting the faces of the actors starring in his short films. It wasn’t long before he was discovered by Pat McGrath, who took him under her wing and urged him to pursue makeup.
Gutierrez is known for his impactful looks and for having worked with the likes of Madonna, Charli XCX and Lily Rose-Depp, to name a few. He curated the makeup look of Madonna’s surprise appearance at Coachella during Sabrina Carpenter’s performance last week.
In his role at Kiko Milano, Gutierrez will oversee the brand’s overall makeup direction — shaping the creation of future shades, textures and innovations — and also guide celebrity collaborations and participation in cultural events. He will also train store teams by delivering masterclasses and co-creating social media content.
“The brand’s dedication to making forward-thinking beauty accessible to everyone, without compromising on quality, deeply resonates with me and my experience in the industry,” said the Colombian makeup artist, adding that he looks to help “inspire creativity and confidence worldwide.”
Kiko Milano’s new “Kissable” line launched this month.
Pietro Scordo/Courtesy of Kiko Milano
Under the guidance of chief executive officer Simone Dominici, Kiko Milano has been raising its international profile and brand awareness worldwide. In 2024 it named Emma Roberts its first global brand ambassador.
Roberts’ announcement closely followed the financial backing Kiko Milano secured from L Catterton. As reported, in 2024 the private equity fund backed by LVMH Moët Hennessy Louis Vuitton took a majority stake in the company. This helped L Catterton to lock the 46th spot in WWD Beauty Inc’s annual ranking of the world’s largest beauty companies by sales that was released last week, with estimated beauty sales of $1.09 billion for 2025.
Kiko Milano’s new “Hue Ready?” limited edition launched this month.
Pietro Scordo/Courtesy of Kiko Milano
Established in 1997 by entrepreneurs Antonio and Stefano Percassi, Kiko Milano represents the core of L Catterton’s beauty portfolio, with the brand’s estimated sales up 7.5 percent to 967 million euros in 2025 versus the previous year. Last year, Kiko Milano’s sales in the Americas grew 61.3 percent versus 2024, while those in Asia and Europe were up 30.9 percent and 2.8 percent, respectively.
In 2025, the brand opened 132 new stores and expanded in six new countries, including Kenya, Congo, Ivory Coast, Slovenia, Ghana and Guadalupe. New sales points included 38 directly operated units — 10 of which in department stores — and 86 outposts in franchising. Kiko Milano also collaborated with Douglas; with Amazon Beauty and TikTok Shop for the U.S., and entered in Ulta in the MEA region. It additionally strengthened its presence in Latin America, especially in Brazil and Mexico, and relaunched in India in partnership with Reliance.
By the end of the year, Kiko Milano had a total of 1,389 stores in 75 markets.