Emma Roberts Named Kiko Milano’s First-ever Global Brand Ambassador

MILAN — Kiko Milano is celebrating its recent backing from L Catterton by naming its first-ever global brand ambassador.

The Italian beauty brand has zeroed in on Emma Roberts to elevate its image and brand awareness worldwide. The actress and producer will appear in a global campaign to be released soon, the company said in a statement Wednesday.

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While details on the imagery are still under wraps, Roberts enthused about the partnership and joining the company “in their journey to become the number-one Italian beauty brand in the world.”

“The way [Kiko] thinks about beauty is truly inspiring and infinitely creative. They have more colors in one beauty store than I have ever seen. Not to mention their unique collaborations and limited-edition collections,” said Roberts. “I love their mission of wanting to increase self-confidence through beauty. For me, that’s the essence of true beauty. The joy that Kiko Milano brings with its products and services to its ever-growing and super-creative fan base is beautiful. Who wouldn’t want to be a part of that?”

Kiko Milano’s chief executive officer Simone Dominici said Roberts “embodies many values of our brand: she is incessantly creative and loves collaborating with artistic minds” and pointed to how she “embraces the joy that experimenting with color, texture and art can bring.”

Visuals for the Kiko x Bridgerton limited-edition collection.
Visuals for the Kiko x Bridgerton limited-edition collection.

Roberts is known for her performances spanning multiple genres of film and television. She gained particular recognition for her starring roles in multiple seasons of Ryan Murphy’s hit anthology horror series “American Horror Story,” starting from the 2013 iteration. She also starred in Murphy’s short-lived series “Scream Queens,” which featured Ariana Grande, Nick Jonas and Jamie Lee Curtis.

Her appointment builds on Kiko Milano’s increasing bond with the world of entertainment. For one, last month the brand released the Kiko x Bridgerton limited-edition collection to celebrate the Netflix hit series and its third season, to be released starting May 16. The eight-item makeup range included eye shadows in shimmering cream and stick formats, color palettes, liquid eyeliners, lipsticks and lip gloss, all coming in a green packaging with graphics nodding to the Regency era-inspired show.

An eyeshadow palette from the Kiko x Bridgerton limited-edition collection.
An eye shadow palette from the Kiko x Bridgerton limited-edition collection.

Roberts’ ambassadorship also confirms the U.S. focus the brand is embracing in his quest for global expansion, which the L Catterton deal is set to accelerate.

Established in 1997 by entrepreneurs Antonio and Stefano Percassi, Kiko Milano generated sales of 798 million euros in 2023, up 19 percent versus the previous year and ranking 49th in WWD Beauty Inc’s annual ranking of the world’s largest beauty companies by sales. Last year, the company’s sales in the Americas grew 43 percent versus 2022, while those in Asia and Europe were up 21.3 percent and 18.6 percent, respectively. The firm counts more than 1,100 stores globally and sells its products in more than 66 markets.

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