KIKO MILANO Celebrates 10 Years of Iconic Shine with the 3D Hydra Xtreme Collection

Gloss is officially back at the center of the beauty scene, and KIKO MILANO has a very good reason to celebrate. Marking ten years of one of its most recognizable products, the brand presents the new 3D Hydra Xtreme Limited Edition collection and a campaign inspired by the glossy magazine aesthetic of the 1990s, fronted by Emily Ratajkowski.

 

Since its launch, 3D Hydra Lip Gloss has become a true beauty phenomenon thanks to its combination of intense shine, hydration and a non-sticky formula that gives the lips a fuller-looking effect and a “glass lips” finish. Today, one gloss is sold every second worldwide, and to mark this anniversary, KIKO MILANO introduces a new, more intense version, 3D Hydra Xtreme.

 

The new limited edition collection comes in striking lilac-orange packaging and features five exclusive shades with a mirror-shine effect, intense hydration and a plumping effect that gives the lips a fuller appearance. The formula is enriched with KIKO 3D Lips Complex technology and bidens pilosa extract, a plant-based alternative to retinol, while the texture remains light, smooth and completely non-sticky.

 

The campaign visuals look like a modern reinterpretation of a 1990s beauty editorial, with a glossy aesthetic, hyper-realistic shots and maximum shine in focus. This energy is perfectly embodied by Emily Ratajkowski, who brings a blend of nostalgic glamour and contemporary femininity to the campaign.

 

In addition to the new Xtreme version, the original 3D Hydra Lip Gloss remains available in more than 30 shades suited to different skin tones and beauty styles, from subtle everyday shine to a maximum glossy evening look.

 

The new KIKO MILANO 3D Hydra Xtreme Limited Edition collection is available in KIKO MILANO stores and online at fashionandfriends.com, as well as through the app of the same name.

 

The Forever Friends loyalty program is also available in all Fashion Company stores and online, offering additional benefits and exclusive discounts. Simply download the Fashion&Friends app and sign up to unlock all the advantages.