CEO TALKS: Cristina Scocchia on Kiko’s Turnaround, Future Strategies

MILAN — Cristina Scocchia is no ordinary woman — especially not in Italy. Industry professionals who have worked with Kiko’s chief executive officer and listened to her analysis of the state of the beauty business during lectures and summits know it well. Her signature calm tone and determination were forged during the 20 years she spent working at multinationals, first at Procter & Gamble Co. — where from 1997 she held positions of increasing responsibility working on mature and emerging markets until assuming the role of cosmetics international operations division leader — then at L’Oréal Italia, where she served as ceo for four years. In 2017, she left her comfort zone to join Kiko SpA, the parent company of Italian accessible cosmetics label Kiko Milano. She succeeded Stefano Percassi, the entrepreneur who cofounded the brand in 1997 as a single corner in the storied and hip Fiorucci flagship in Milan. Since her arrival, the company has undergone significant changes: The American arm of the brand filed for bankruptcy at the beginning of 2018, closing nearly all of its 29 retail locations in the U.S.; the company sold a 33 percent stake to private equity fund Peninsula Capital, and Kiko inked a range of partnerships

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