What is it? Gorgeous, enormous range of Italian make-up (and skincare, too).
What’s the USP? Brilliant, professional-quality products at bargain prices, with super-pretty packaging that encourages women to ‘be what you want to be’.
Hero product? The Water Eyeshadow (£5.90, www.kikocosmetics.co.uk), so called because it can be used wet or dry, and which comes in a vast range of exuberant colours .
Why the name? Because it’s short and catchy and doesn't need translating. Clever
How new is it? Launched in Italy in 1997, with over 500 shops in Europe, and now available in the UK through the website (above).
I’d try...? any of it – the formulations are really good and the packaging is really pretty – viz this Colour Splash multi-tone bronzer (£13.90 – this one is the lighter of two options, and is called Hilarious Honey), which is brightening up my desk at the moment.