EXCLUSIVE: Kiko Milano Taps Marcelo Gutierrez as Its First Global Makeup Artistry Creative Director

Why It Matters

The appointment underscores Kiko’s strategy to boost creative credibility and capture high‑growth segments, using Gutierrez’s star power to differentiate its product line and expand market share.

Key Takeaways

• Gutierrez becomes Kiko’s first global makeup artistry creative director.
• Kiko’s 2025 sales rose 7.5% to roughly $1.05 billion.
• Americas sales jumped 61.3% year‑over‑year, driving expansion.
• New stores reached 1,389 across 75 markets, adding six countries.

Pulse Analysis

Kiko Milano’s decision to bring Marcelo Gutierrez on board as its inaugural global makeup artistry creative director signals a bold shift toward high‑impact creative leadership. Gutierrez, a Colombian artist who transitioned from filmmaking to makeup under Pat McGrath’s mentorship, has built a reputation for dramatic looks on icons like Madonna and Lily Rose‑Depp. At Kiko, he will oversee shade development, texture innovation, and celebrity collaborations, while also delivering masterclasses that empower store teams and generate shareable social‑media content. This move aligns the brand with a creator‑centric model that resonates with today’s digitally native beauty consumers.

The appointment arrives on the heels of a transformative ownership change. Private‑equity firm L Catterton, backed by LVMH, secured a majority stake in 2024, fueling a sales surge that lifted Kiko’s 2025 revenue by 7.5% to an estimated $1.05 billion. The brand’s Americas segment exploded, posting a 61.3% year‑over‑year increase, while expansion into six new countries added 132 stores and pushed the total footprint to 1,389 locations across 75 markets. Strategic partnerships with Amazon Beauty, TikTok Shop, and Ulta in the MEA region further diversify distribution channels and deepen consumer reach.

For the broader beauty industry, Kiko’s strategy illustrates how mid‑tier brands can leverage star‑powered creative talent to compete with luxury houses. By integrating a high‑profile creative director into product pipelines and marketing, Kiko aims to elevate its perceived value without sacrificing accessibility—a formula that could reshape competitive dynamics in both emerging and mature markets. Observers will watch whether Gutierrez’s influence translates into measurable market share gains, especially as the brand continues to expand its global retail network and digital commerce footprint.