Kiko Milano Aggressively Expands Indian Footprint: Targeting Top Global Market Status by 2035
The Indian beauty landscape is set for a major transformation as Italian cosmetics powerhouse Kiko Milano announces an ambitious growth trajectory. Leveraging its strategic partnership with Reliance Beauty and Personal Care, the brand plans to double its physical retail presence across the country by the end of 2026. This move signifies a pivotal shift in the company’s international strategy, with management identifying India as one of its top five global markets within the next decade.
Strategic Scaling via Reliance Partnership
Since entering the Indian market in 2019, Kiko Milano has steadily built its brand equity. However, the momentum shifted significantly following a landmark tie-up with Reliance in 2024. Currently, the brand boasts 20 touchpoints in India, split between 11 standalone flagship stores and nine shop-in-shop outlets located within Reliance’s omnichannel beauty platform, Tira.
This expansion has allowed the brand to penetrate eight major cities, creating a robust framework for its future growth. According to the company, the expansion strategy relies on a three-pronged approach: strengthening the standalone retail model, deepening integration with Tira, and enhancing its digital e-commerce reach. As the brand scales, it expects to climb the global rankings quickly, aiming for a spot in its top 15 markets by 2027, and breaking into the top 10 between 2028 and 2030.
Bridging the Gap in Premium Cosmetics
Kiko Milano occupies a unique position in the Indian market, situated comfortably between mass-market offerings and high-end luxury labels. This “masstige” positioning has resonated well with Indian consumers, particularly within the makeup category, which constitutes roughly 80 percent of the brand’s total sales.
While the brand prides itself on its authentic European heritage—with approximately 75 percent of its product range still manufactured in Italy—it remains open to shifting its supply chain dynamics as demand intensifies. The leadership has hinted that exploring local third-party manufacturing could become a viable long-term strategy to optimize costs and logistics as the business matures in the subcontinent.
Capitalizing on a US$40 Billion Opportunity
The aggressive expansion is not merely a localized goal but a response to the rapidly evolving Indian consumer demographics. The Indian beauty and personal care market is currently on an upward trajectory, projected to reach a valuation of US$40 billion by 2030. Rising disposable incomes, the influence of social media trends, and a growing appetite for international beauty standards among the youth have made India a critical growth engine for global beauty conglomerates.
By tapping into Reliance’s massive retail infrastructure and deep digital insights, Kiko Milano is well-positioned to navigate the complexities of the Indian landscape. This collaboration provides the brand with the necessary scale to outpace competitors and capture a significant share of the burgeoning premium makeup segment. As the brand pushes toward its 2035 goal, the partnership with Reliance will remain the cornerstone of its effort to bridge the gap between world-class cosmetic innovation and the diverse needs of the Indian consumer.
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