Kiko Milano has appointed Marcello Mastrogiacomo as its first Global Executive Vice President of Brand, a newly created role that signals the Italian cosmetics label’s ambitions to sharpen its global identity. Mastrogiacomo joins from Gucci, where he most recently served as Global Director of Media and Communication, bringing luxury house experience to the accessible beauty segment.
With a luxury-trained hand now guiding the brand’s voice, expect sharper campaigns, more deliberate media placements, and a clearer articulation of what Kiko Milano stands for beyond affordability. The appointment reflects a broader industry truth: in beauty, brand equity has become as critical as product formulation.
Mastrogiacomo’s mandate encompasses global brand strategy, communications, and media across all channels. His background at Gucci, where he oversaw media strategy during a period of significant digital transformation, suggests Kiko Milano intends to compete more aggressively on brand storytelling rather than price alone.
The move comes at a pivotal moment for Kiko Milano, which has spent the past two years restructuring its retail footprint and strengthening its e-commerce infrastructure. The brand operates more than 900 stores across 50 countries and has been quietly repositioning itself as a bridge between mass and prestige beauty — a territory where clear brand architecture matters enormously.
