The mum was in Liverpool ONE to do something “she has never done before”
11:55, 07 Aug 2025Updated 11:56, 07 Aug 2025
Saffie Khan outside the KIKO Milano store ahead of its opening
Saffie Khan has revealed her “pinch-me-moment” as hundreds queued for the opening of a new city centre store. The mum-of-one, who shares daughter Giselle with Curtis Jones, was at Liverpool ONE this morning, Thursday, August 7, to celebrate the launch of KIKO Milano.
The Italian make-up brand on Paradise Street welcomed the first set of customers through the doors at 10 after the 23-year-old social media personality cut a pink ribbon. The beauty retailer has moved into the unit previously occupied by Levi’s, with the casualwear fashion company relocating to a larger unit directly opposite at the start of this year.
Over 100 people were spotted queuing for KIKO Milano as the store gave away goody bags containing the company’s signature after-sun shimmering oil and glossy lip set.
The ECHO spoke to Saffie, who got engaged to Liverpool FC star Curtis Jones in June, about how the new store will fit into the popular shopping complex. She said: “Customers are here waiting to get their hands on the goodie bags that are being given out to the first 100 people. They have my favourite lip glosses in them and lots of other gorgeous products.
Queues at KIKO Milano in Liverpool ONE
“The 3D Hydra lip gloss is the best seller. It’s something I have been using since I was a child. It’s one of the first ones I used. It’s amazing now to have the store in Liverpool; it’s a pinch-me moment. It’s right here now on our doorstep, and it’s definitely needed.
“It’s got absolutely everything we need. They have everything from SPF to makeup to body oil. Everything we need as us Scousers are beauty queens.
“I am loving the toasty make-up look that is going around TikTok at the moment. I love the trends that have autumn looks. I’m excited cut the ribbon, I’ve never done it before.”
The Italian brand is known for its professional-quality, affordable makeup and skincare products. It is already available in Manchester, London, Leeds, and Bradford, but this is the store’s first venture in the city.
Saffie was joined by Paul Devin, KIKO Milano’s managing director. He told the ECHO: “People can expect a wonderful environment, bringing the best product that the beauty market has to offer, to the best consumers. The Liverpool consumers, honestly, they know beauty better than anywhere else in the world, and I’m so proud we’re here today.”
Ella Chan, 19, from Upton in queues at KIKO Milano in Liverpool ONE
The ECHO was at the store and chatted to fans who were waiting outside, some of whom joined the queue last night and early hours of today. Ella Chan, 19, from Upton said she joined the queue at 8pm with three friends.
She told the ECHO: “We thought it was going to be Sephora queues, so we wanted to be early. We sat down for some hours and then took a break with a walk, but we’ve seen the brand all over TikTok, so we can’t wait to get the goody bags.”
The store is one of several new additions to the shopping complex this year, including fellow make-up brand Sephora, which opened its doors in May with a huge launch event and queues of hundreds of shoppers.