How Marcelo Gutierrez Is Redefining KIKO Milano's Legacy
“What really draws me to KIKO is how professional quality the makeup is and how accessible it is to everyone.”
In a beauty market that dictates luxury products must come with a high price tag, KIKO Milano has built its identity on the exact opposite: high-performing makeup that doesn’t cost a fortune. Now, three decades after its founding, the Italian label is still at the forefront of the beauty space, reshaping the way we see accessible cosmetics — and with global makeup artistry creative director Marcelo Gutierrez shaping the brand, KIKO is bringing that ethos to a whole new generation of beauty lovers.
For Gutierrez, the appeal of KIKO Milano lies in its innate emphasis on accessibility. While other brands feel unapproachable and overly-aspirational, KIKO’s price point instinctively allows young and emerging artists to experiment with makeup as a true form of self-exploration. That same openness now carries into how the makeup artist approaches his duties as creative director, making use of both his editorial eye and roots in the New York City club scene.
This principle comes into sharp focus with the brand’s newly-released “The KIKO Show” campaign, which introduces Madonna as its first-ever global brand ambassador. Rather than treating the partnership like a typical celebrity endorsement, the campaign frames Madonna as a kindred spirit, one whose boldness and shared Italian roots mirror the brand’s. In doing so, KIKO is redefining what a beauty partnership looks like, ushering in a new era for the brand.
The balance between luxury and everyday staples, Gutierrez says, is reflected in who actually wears KIKO: from teenagers and first-time job seekers to club kids and drag performers alike. While its competitors cater to a specific archetype, KIKO Milano’s customer base transcends age, background and lifestyle, without ever feeling out of reach. For Gutierrez, that reach is precisely the point.
Ahead, we speak to Marcelo Gutierrez about his role as global makeup artistry creative director and the future of KIKO Milano.
On Dreaming up “The KIKO Show” Campaign With Madonna
The process for creating the look for the KIKO campaign was a very similar process to how Madonna and I have worked together for the last two years, and how we’ve created a look and established it for the Confessions 2 era. It’s really about working with the Madonna’s [legacy] and the history of intentional beauty and sophistication while also being playful and celebrating fashion and beauty.
On What Drew Him to KIKO Milano
What really draws me to KIKO is how professional quality the makeup is and how accessible it is to everyone. It’s a price point that many people can engage with, and it opens the doors for young artists and people of all walks of life to [express] themselves through makeup, which is really an exploration of identity.
On His Vision for the Brand
I’m excited to bring my history and experience of working with both fashion and public culture icons. [I bring] a very specific, refined lens that elevates the image-making in storytelling, while also engaging on a popular level.
On Who KIKO Is For
What’s so amazing about the KIKO customer is that the KIKO customer is everyone. From teenagers, young kids, young women stepping into the workforce and single mothers balancing life to young adults going to the clubs in Bushwick and drag performers — KIKO belongs to everyone.
On the Future of KIKO Milano
We’re working on so much at the moment. I can’t wait for people to see it. I don’t want to say too much, but there’s a lot to be excited about. My future plan for KIKO is to get it in the hands of everyone who loves makeup, and for us to create products that we’re really excited about, along with beautiful imagery. [I hope] to continue to elevate the brand image in a way that’s both engaging for fashion lovers and commercial makeup lovers at large.
