- Madonna has been named Kiko Milano's Global Brand Ambassador, the brand's second-ever, following Emma Roberts in 2024, anchoring the Italian label's first major U.S. retail push.
- The partnership launches alongside Kiko Milano's entry into Macy's, starting with 3 doors and expanding to 27 locations across the U.S. in the coming months.
- Madonna's debut campaign, "The Kiko Show," is set to a Stuart Price remix of her upcoming single "Bring Your Love," ahead of her highly anticipated new album Confessions II dropping July 3, 2026.
- Kiko Milano crossed $1 billion in global sales for the first time in 2025, yet the U.S. currently represents just 1% of its revenue, making this launch a major strategic bet.
Kiko Milano, Italy’s top-selling beauty brand, has tapped Madonna as its new Global Brand Ambassador, marking the brand’s boldest move yet: a full-scale entry into the U.S. market through Macy’s.
The Italian label, which crossed $1 billion in global sales in 2025, is launching in three Macy’s doors, including the Herald Square flagship in New York City, with plans to expand to 27 U.S. locations.
Madonna becomes only the second celebrity to hold the Global Ambassador title for the 29-year-old brand. Emma Roberts was named its first in May 2024, helping lay the groundwork for Kiko’s American ambitions.
Madonna’s debut campaign, “The Kiko Show,” showcases the icon cycling through bold beauty personas, set to a Stuart Price remix of her new single “Bring Your Love.”
The collaboration is timely: Madonna partnered with Grindr for the Confessions II launch campaign and fronted Dolce & Gabbana’s The One fragrance campaign in early 2026, signaling a major commercial resurgence alongside her musical comeback.
She has also been active in social impact, most recently through her partnership with Bilt on a rent support initiative for emerging New York City artists.
The Macy’s lineup will spotlight Kiko’s bestselling products, including its iconic $14 3D Hydra Lip Gloss, the $16 Ultimate Pen Eyeliner, and $13 Long Lasting Eyeshadow Sticks.
The brand currently operates in 1,450 doors across 77 countries but has only generated U.S. revenue through its direct-to-consumer website. CEO Simone Dominici is betting on “luxury experience at an affordable price” to crack the world’s most competitive beauty market.
Takeaways
This is more than a celebrity endorsement, it’s a strategic statement. Kiko Milano reaching $1 billion in sales without a meaningful U.S. presence is already remarkable.
Pairing that milestone with a Macy’s rollout and one of pop culture’s most enduring icons tells you this brand isn’t tiptoeing into the American market, it’s charging in.
Madonna’s Italian heritage, her history of using beauty as a tool for reinvention, and her current commercial and musical momentum make her a near-perfect fit.
The timing is sharp too: with Confessions II dropping July 3rd and Madonna’s face already on Dolce & Gabbana and Grindr campaigns, she’s everywhere right now. Kiko is essentially riding a wave that’s already cresting.
The real question is whether affordable Italian prestige (prices in the $13–$16 range with a Macy’s luxury feel) can carve out real shelf space in a market dominated by homegrown giants.
Can Kiko Milano replicate its European dominance in a U.S. market already saturated with affordable prestige brands like e.l.f. and NYX? Is Madonna, at the peak of her commercial comeback, the right bet to connect with younger American beauty consumers, or does the brand risk skewing too legacy?
