KIKO Milano
Budget“Be what you want.”
By Viktoria @vioda.makeup · Published · Updated
KIKO Milano is a budget makeup brand from Italy, founded in 1997 by Antonio Percassi & Stefano Percassi. It's best known for its 3D Hydra Lip Gloss, Unlimited Double Touch liquid lipstick and Smart Fusion Lipstick.
KIKO Milano was founded in 1997 in Milan by Antonio and Stefano Percassi, and over almost three decades has become the No. 1 makeup brand in Italy and one of the largest specialty beauty retailers in the world — over 1,000 stores across 65 countries, with a catalog of more than 1,200 products. The model is high-design Italian color cosmetics at fast-fashion prices, with 99% of products manufactured in Europe and the full range still owned by the Percassi family.
KIKO Milano went viral globally on TikTok across 2024-2025 for the 3D Hydra Lip Gloss and the Unlimited Double Touch liquid lipstick, drawing comparisons to far more expensive prestige lip products. The brand sits in the rare gap between drugstore and prestige — Italian formulation and packaging at $10-$20 price points — and is one of the most-duped European brands when bloggers compare luxury Italian makeup to budget alternatives.
Popular Products
What KIKO Milano is bought for. The ones we've found dupes for link through to the comparison.
- 3D Hydra Lip Gloss
- Unlimited Double Touch lipstick
- Smart Fusion Lipstick
- Skin Tone Concealer
- Maxi Mod Volume & Definition Mascara
Known For
Brand Philosophy
Italian-designed, European-made color cosmetics priced for self-expression rather than aspiration — a 1,200-product catalog built around the idea that great makeup shouldn't be a luxury.
FAQ
KIKO Milano Official Channels
Where to buy, and how to reach KIKO Milano customer service directly.
- Website
- www.kikocosmetics.com/en-us/
- Customer service
- [email protected]
- Contact form
- Open form
- Headquarters
- Milan, Italy
- Sold at
- KIKO StoresBrand.comAmazon USLookfantastic