Kiko Milano names Madonna as Global Brand Ambassador in US expansion push

Kiko Milano has launched a new global campaign introducing Madonna as its Global Brand Ambassador, marking a strategic move aimed at strengthening its appeal to US consumers.

Titled “The KIKO Show”, the campaign positions Madonna as “the ultimate icon of self-expression and style” and presents a cinematic concept that invites global audiences into a new era for the brand.

The campaign places Madonna in a stylised, cinematic environment built around LED backdrops and shifting beauty personas, highlighting themes of performance, transformation and high-intensity visual storytelling.

The narrative presents her as an embodiment of the evolving “KIKO woman”. The visuals are shot by photographer Rafael Pavarotti, with the soundtrack featuring an exclusive remix of Madonna’s track “Bring Your Love”, produced by Stuart Price.

A curated selection of hero products is also featured, including the brand’s 3D Hydra Lipgloss, Love Fusion Foundation, Unlimited Double Touch and Maxi Mod Mascara, as well as limited-edition releases.

“Madonna is the blueprint. She’s everything," said Drew Elliott, Chief Brand Officer at Kiko Milano. "Working with Madonna let us push Kiko Milano to the next level. It’s designed to demand an audience, just like our muse and just like the products themselves. The KIKO show has just begun, and we have more up our sleeves. The secret is out.”

The rollout follows a retail partnership with Macy’s, which includes new store openings at Herald Square, Manhasset and Tysons Corner Center, alongside expanded distribution across additional Macy’s locations in the coming months.