Twenty-five years after it debuted on the market, Armani Beauty’s Luminous Silk Foundation is getting a makeover.
The foundation is one of the makeup line’s hero products — a bestseller that ranked fifth among the most-purchased liquid foundations in the US and second in Europe, according to consumer data company Circana, in the year ended October 2025. So why change something that’s working?
“You need to evolve with the times and innovation. You cannot stay static because things are changing, the world is moving,” says Richard Pinabel, global president at Armani Beauty. The new Luminous Silk Foundation has been four years in the making, and its relaunch will include 18 additional shades, bringing the full range to 44. It will have a less perfumed scent, be non-comedogenic (making it suitable for acne-prone or oily skin) and will include new ingredients such as glycerin, niacinamide, Mediterranean lily and white lupine extract. The foundation’s bottle has also been updated to clear glass, replacing the former frosted packaging.
Pinabel was aware that the brand could be faced with backlash if the reformulation went wrong. “We’ve always said we need to do it the same, but better, which is difficult,” he says.
Over the course of developing the foundation, Armani Beauty relied on its makeup artist ambassadors for honest reviews. It passed the test for celebrity makeup artist Carolina Gonzalez, who works regularly with Sabrina Carpenter and Gigi Hadid, and noted a smoother finish, as well as longer lasting wear.
To go with the relaunch, Armani Beauty is running a campaign, The Glow Secret is Out, in a nod to the foundation’s loyal followers of makeup artists, who were the first to embrace the product and have been a key pillar in its success. “[The makeup artists] made it their secret weapons backstage, on-set and on-stage. For years, we said it was their best kept secret and they transformed it into a true cult favorite,” says Pinabel.
The rollout has been done the Giorgio Armani way, with close ties to cinema. The new Luminous Silk made its debut at a pre-party for the 83rd Golden Globe Awards on the face of ambassador Sydney Sweeney, as well as at the award show on stars including Renate Reinsve and Natasha Lyonne.
Pinabel says that Armani Beauty has signed on as the official beauty partner for the British Academy Film Awards (BAFTAs) that will take place on February 22.
“We have a longstanding history with cinema, starting with American Gigolo,” he says, in which star Richard Gere wore Armani suits. “There’s a strong link between Mr. Armani and cinema. We’re also partners of numerous film festivals, from the Venice International Film Festival and the Berlin Film Festival, to the San Sebastián International Film Festival in Spain, and there’s more to come in the future,” he says.
Armani Beauty is going one step further and bringing the Luminous Silk Foundation to life through a takeover of The Grove in the epicenter of Hollywood from January 16 to 18. The brand has collaborated with La La Land Kind Café on custom Luminous Silk lattes, masterclasses from celebrity makeup artists such as Gonzalez and Nam Vo, and for guests to shade match the foundation and walk away with a gifted bottle of the product, which hits stores on January 19.
Showing up in the real world is still important to the brand, says Pinabel, especially for a foundation launch, which requires shade matching. “We’re always trying to find a good balance between online and offline,” he says. “Beauty offline is very important.”
The foundation launched with an online soft release in December; Pinabel says early sales have been strong. He adds that the foundation sells well universally, but the US, the UK and Spanish markets perform “exceptionally”.
The demographic for the Luminous Silk Foundation is also changing as the brand looks to win over millennials and Gen Zs by hosting in-person activations that drive engagement, such as its In the Spotlight franchise, taking guests behind the scenes of Armani beauty, from film sets to photoshoots. Traditionally, the foundation has been a favorite among Gen X consumers, many of whom have been there since launch. Armani Beauty’s stable of global ambassadors reflects its broad demographic, from 56-year-old Cate Blanchett to 30-year-old Kendall Jenner.
Pinabel is optimistic about the future of Armani Beauty. L’Oréal Group’s licence with the Italian brand was renewed in 2018. There’s more in store for relaunches and new product development. “I think it’s going to be the year of Armani with one big surprise coming,” he says.
The relaunch of the Luminous Silk Foundation has set up the playbook for Armani Beauty’s future in relaunching existing products. Pinabel credits “taking time and patience” as key pillars during the process.
