Q&A: Paul Devin of KIKO Milano
Here we talk to Paul Devin, country director of the UK and Ireland at KIKO Milano, about the Italian cosmetics brand’s growth strategy and presence in the UK.
Can you briefly tell us about KIKO Milano?
KIKO Milano is a vibrant, innovative Italian cosmetics brand, founded in 1997, with a mission to provide professional quality makeup and skincare at accessible prices. Our product range includes everything from cosmetics and skincare to accessories and now even haircare! We pride ourselves on our high-quality formulas, on-trend shades, and the continuous evolution of our collections to meet the changing needs of our customers. We believe that beauty should be for everyone, and our vision is to empower individuals to express themselves through their unique looks.
How many stores do you have, and what’s in the current pipeline?
We currently have 31 stores (and counting) in the UK and Ireland, with a presence in major cities like London, Manchester, and soon to be Dublin. Our Covent Garden flagship store has been a key part of our strategy, and more recently, we’ve opened new locations, including our Angel Central store in Islington. In terms of future plans, we are continuously evaluating opportunities for growth, both in terms of physical stores and online presence. Expansion is key for us, and we’re actively exploring new locations to bring KIKO closer to our customers, particularly in areas with high footfall and beauty-conscious demographics.
Does the UK market differ from an Italian audience?
Yes, there are some differences between the UK and Italian markets, but they share a lot of common ground too. In the UK, customers are increasingly experimental with bold colours and looks, which ties in well with the diversity of our product range. The Italian market has a classic, elegant style but is also starting to embrace more daring trends. In the UK, there is a strong appetite for beauty – customers are always on the lookout for the latest trends, and we adapt to this with our frequent launches of limited-edition collections. While both markets value quality, UK customers engage more with social media and beauty influencers, which plays a key role in shaping trends.
The makeup and beauty industry has grown rapidly in recent years, what is your USP and how do you stay agile and relevant in a growing market?
KIKO’s unique selling point lies in our ability to offer professional quality products at affordable prices. We are constantly evolving, with an eye on the latest trends, driven by both fashion and beauty. Our agility comes from our product development cycle, which allows us to launch new collections frequently, responding to seasonal trends and consumer demands. Staying relevant means embracing diversity, inclusivity, and sustainability – whether that’s through expanding our shade ranges or collaborating with influencers and artists to keep our collections fresh. Our in-store experiences, like personalised services and events, also help us remain connected with our customers.
You recently opened a store in Angel Central in Islington, what made you decide on this location?
Angel Central is a dynamic area with a vibrant, diverse community. It’s a destination that combines shopping, dining, and entertainment, attracting a wide demographic, from students to professionals. The location offers excellent footfall, which aligns with our strategy of positioning KIKO in areas where we can reach beauty-conscious consumers. We wanted to tap into the youthful, creative energy of Islington, a borough known for its appreciation of arts, fashion, and culture, making it an ideal spot for our brand.
What is your target demographic and is this something that influences your choice of location?
Our target demographic primarily includes women aged 16-35, though our products appeal to beauty enthusiasts of all ages. We find that younger consumers are highly engaged with beauty trends, but we also cater to more mature customers who value high-quality, affordable products. This target demographic certainly influences our choice of location. We seek out urban, high-traffic areas that are frequented by students, young professionals, and trendsetters who are likely to explore new beauty products and engage with our brand both in-store and online.
What does the future hold for KIKO Milano?
The future for KIKO Milano is one of continued growth and innovation. We are committed to expanding both our physical and online presence, with a focus on sustainability and inclusivity in our product offerings. We aim to deepen our relationships with our customers by enhancing our in-store experiences and increasing our community engagement through events, pop-ups, and collaborations. KIKO will continue to be at the forefront of beauty trends, offering our customers products that are high quality, on-trend, and accessible to all.
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