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Global CEO of KIKO Milano Explores the Fusion of Italian-Filipino Beauty Culture in the Philippines

Global CEO of KIKO Milano Explores the Fusion of Italian-Filipino Beauty Culture in the Philippines

KIKO Milano, the renowned Italian makeup brand beloved by millions of women worldwide, including celebrities, influencers, and makeup artists, has officially arrived in the Philippines in December 2022. As this fusion of Italian and Filipino beauty culture changed the Philippine beauty market, Mr. Simone Dominici, the Global CEO of KIKO Milano, has personally arrived in the country to collaborate on the brand’s market expansion.

Founded in 1997 in Milan by Stefano Percassi and Antonio Percassi, KIKO Milano has revolutionized the global cosmetics industry through its iconic stores. The brand has become synonymous with identifying and making the latest beauty trends accessible to all. Rooted in Italian DNA, KIKO Milano combines quality and creativity. They satisfy the diverse needs of beauty enthusiasts with an extensive range of shades, tones, and textures for every professional and personalized makeup requirement. With over 900 stores and a presence in 30 markets, KIKO Milano has solidified its position as the #1 Makeup Brand in Italy.

Simone Dominici, Global CEO of KIKO Milano

Simone Dominici, Global CEO of KIKO Milano, is leading a transformative strategy within the renowned Italian cosmetics brand. In just eight months since assuming the role, Dominici, who brings a wealth of experience from his previous positions at Unilever, Coin, Bottega Veneta, and Coty Inc., has revitalized the company’s approach. They shifted its focus from product assortment to distribution. This strategic shift propels the brand towards a future of growth and success.

According to Simone, the brand’s key characteristic lies in its ability to democratize high-quality beauty. “Our brand’s approach is about providing high-quality ingredients and producing top-quality products that are accessible to everybody. We believe in the democratic approach to beauty–premium and luxury beauty products must be accessible to all,” says Simone.

Italian Beauty Culture

KIKO Milano’s mission is to become the leading Italian beauty brand in the world. They promote the art of Italian beauty characterized by style, craftsmanship, quality, and innovation. Simone’s favorite definition of Italian beauty describes a complex makeup culture that is highly refined in execution yet yields natural-looking results. KIKO Milano also invests greatly in each product, from the formulation to the packaging, to deliver approachable and inclusive results.


KIKO Milano encapsulates its vision of beauty with the motto, “Be what you want to be.” Through its vast range of over 2,000 beauty items, KIKO Milano empowers individuals to express their unique personalities with custom-made products. Offering a wide variety of colors, effects, and sensations, KIKO Milano caters to different styles, skin tones, skin types, and specific requirements at every stage of life. Moreover, this versatile product selection allows the brand to adapt seamlessly to various countries, customizing its offerings to meet the unique beauty needs of each market.

Third Fastest Growing Beauty Brand in the World

Simone proudly announced that KIKO Milano was recognized as the third fastest-growing manufacturer in the global beauty industry by Women’s Wear Daily (WWD) celebrated in New York in May 2023. With an impressive sales growth rate of 48% in 2022, the brand attributes its success to the understanding that customers not only seek high-quality products but also excellent service. By combining these two elements, KIKO Milano also provides everyone with the opportunity to freely express their individuality.

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The KIKO Milano store in the Philippines has been meticulously designed to be a welcoming space that caters to all beauty preferences. Upon entering, highly-trained beauty advisors guide customers through the extensive selection of makeup, skincare, and beauty tools. Additionally, all stores are equipped with semi-private makeup rooms. They offer customers the chance to revamp or redesign their looks with professional assistance.

Trendy but Timeless

Recognizing that beauty enthusiasts desire versatility in their looks, KIKO Milano also encourages makeup users to experiment at any time. Thus, this adaptability has made the brand relevant across generations and diverse demographics.

Continuously combining cutting-edge scientific discoveries with the latest fashion trends, the brand also consistently introduces new products that align with various ideals of beauty. Welcome to the world of KIKO Milano, where you can unleash your own vision of beauty!

Don’t miss out on the latest collections, store launches and exciting deals coming your way! Follow Kiko Milano Philippines on Instagram and visit the recently launched stores in SM Mall of Asia, SM Megamall and SM Grand Central, and watch out for more branches coming in SM North Edsa, SM San Lazaro and Alabang Town Center this year!

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