Helena Bukowski

SVP, Marketing KICKS

Helena Bukowski is Senior Vice President Marketing at KICKS, one of the Nordics’ leading beauty retailers, where she leads marketing across Sweden, Norway, and Finland. Her remit spans brand, media, campaigns, social media, influencer marketing, and in-house creative.

Her work centers on how consumer behavior is shifting—from planned purchases to constant discovery—driven by social feeds, creators, and communities. At KICKS, this has meant building more customer-centric and content-driven ways of working, with social media playing a central role in how the brand connects with younger audiences.

Helena is particularly interested in how fast-moving trends, often born on platforms like TikTok, can be translated into meaningful retail experiences. She advocates for connecting insights from social and digital channels with campaigns, content, and physical stores—making relevance something that shows up consistently across the full customer journey, not just in isolated channels.

She believes that winning the attention of new generations requires more than visibility; it requires credibility, cultural understanding, and the ability to move at the pace of the consumer. With a strong focus on long-term brand building, she emphasizes authenticity, inclusivity, and an integrated omnichannel approach.

Helena has a deep interest in consumer behavior and how beauty continues to sit at the intersection of culture, identity, and commerce.