Drew Elliott, the former global creative director of MAC Cosmetics, will assume the role of chief brand officer at Kiko Milano from Sept. 1, the company announced on Wednesday.
Elliott’s move to the Italian cosmetics company comes as the brand is looking to deepen its presence in the US market. While well-known in Europe, where its bright, buzzy stores are ubiquitous throughout the continent, it has a smaller footprint in the US. In April 2024, the private equity firm L Catterton took a controlling stake in the company, with a mandate to help it grow its global presence. In 2024, net sales reached over $1 billion; the company operates more than 1,250 stores across the globe.
Kiko Milano is well-known for its affordable cosmetics, such as the 3D Hydra Lip Gloss, and its collaborations with celebrities including the actress Emma Roberts and the model Sara Sampaio. The brand began a premiumisation strategy in 2022, and is now present in department storeslike El Corte Inglés in Spain and Galeries Lafayette in France, and has introduced some higher-priced products.
Before joining MAC Cosmetics, Elliott worked in a variety of creative leadership roles at the likes of Paper Magazine’s parent company ENTTech Media Group. In a statement, Simone Dominici, chief executive of Kiko Milano said that Elliott’s appointment would “unlock the full creative potential” of the brand and that Elliott was selected in part for his brand-building abilities.
Elliott said in a statement the brand’s authentic Italian heritage and quality products give it a strong foundation for global success.
“This is more than a beauty brand; it’s a platform for self-expression and cultural connection,” he said.
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LVMH-Backed L Catterton Agrees to Buy Majority Stake in Kiko
The private equity fund has entered into a definitive deal with the Percassi family, which will retain a “significant stake” in the business.