Kiko Milano Appoints Drew Elliott as Chief Brand Officer to Drive Global Expansion
Italian cosmetics brand Kiko Milano has named Drew Elliott—former Global Creative Director of MAC Cosmetics—as its new Chief Brand Officer, effective September 1. The post Kiko Milano Appoints Drew Elliott as Chief Brand Officer to Drive Global Expansion appeared first on Global Cosmetics News.
THE WHAT? Italian cosmetics brand Kiko Milano has named Drew Elliott—former Global Creative Director of MAC Cosmetics—as its new Chief Brand Officer, effective September 1. The appointment comes as Kiko ramps up efforts to grow its global profile and establish a stronger foothold in the US.
THE DETAILS Elliott brings a proven track record in creative strategy and brand storytelling, having helped lead MAC through multiple successful campaigns and cultural collaborations. At Kiko Milano, he will be tasked with unlocking the brand’s creative potential, expanding its global reach, and evolving its image to resonate with a broader, more premium consumer base.
Backed by L Catterton since April 2024, Kiko Milano has signaled serious growth ambitions, particularly in North America. The brand, which generated over US$1 billion in net sales in 2024 and operates more than 1,250 stores globally, is already a household name across Europe, celebrated for its accessible price points and bold product design. Recent initiatives include a premiumisation strategy that introduced the brand to high-end retailers like Galeries Lafayette and El Corte Inglés, and collaborations with celebrities such as Emma Roberts and Sara Sampaio.
Elliott described the brand as “a platform for self-expression and cultural connection,” citing its Italian heritage and quality products as a springboard for global success.
THE WHY? Kiko’s decision to bring in a seasoned creative executive underscores its ambition to shift from a European mass-market player to a culturally influential global beauty brand. With Drew Elliott at the helm of brand direction, Kiko is well-positioned to compete in the US market and build deeper emotional connections with Gen Z and Millennial consumers. The move also aligns with the brand’s ongoing premiumisation strategy and desire to elevate its storytelling and identity beyond affordability to artistry and cultural relevance.
Source: TheBuisnessofFashion
The post Kiko Milano Appoints Drew Elliott as Chief Brand Officer to Drive Global Expansion appeared first on Global Cosmetics News.
