Armani Beauty appoints Eileen Gu as global make-up ambassador
Olympic freeskier Eileen Gu has joined Armani Beauty as its newest global make-up ambassador, adding to her work across luxury fashion and beauty.
Gu will appear in campaigns for Lip Maestro and Armani Dolci Makeup Blush, the brand announced on Instagram. The appointment places her within a global ambassador roster that includes Cate Blanchett, Sydney Sweeney and Kendall Jenner.
“Partnering with Armani Beauty is such a natural, instinctive next step for me,” Gu told WWD. “I’ve always been drawn to how Armani celebrates authentic, effortless beauty and empowers women to embrace their inner strength.”
She said the partnership would bring together her discipline, ambition and individual identity. Armani Beauty described Gu on Instagram as a "record-breaking champion, a Stanford scholar, and a fearless voice of her generation."
"Navigating her path with intention, strength, and quiet confidence, Eileen perfectly embodies the Armani vision of beauty: one that reveals who you are rather than transforms you."
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Gu’s profile spans sport and fashion
Gu won two gold medals and one silver medal at the 2022 Winter Olympics, becoming the youngest Olympic freeski gold medallist at 18. She secured another gold and two silvers at the 2026 Winter Olympics, making her the most decorated Olympic freeskier in history.
Alongside her sporting career, Gu has graduated from Stanford University and developed an established presence within luxury fashion. She is a regular at runway shows and attended Milan Fashion Week after the 2026 Milan Cortina Winter Olympics.
Her previous commercial work has included relationships with Louis Vuitton, Tiffany & Co., Fendi and Victoria’s Secret.
The appointment gives Armani Beauty an ambassador with audiences in sport, fashion, China and the US.
Armani Beauty’s wider activity
Armani Beauty's signing of Gu as its new ambassador follows further investment in Armani Beauty’s make-up business.
In February, the brand was confirmed as the Official Beauty Partner of the BAFTA Awards, covering events including the EE BAFTA Film Awards and BAFTA Television Awards.
The partnership coincided with the first reformulation of its Luminous Silk Foundation in 25 years, introducing an expanded shade range and an updated formula containing niacinamide and glycerin.
Armani Beauty’s L’Oréal licence runs until 2050. In December 2025, TheIndustry.beauty reported that L’Oréal was looking into a possible purchase of Giorgio Armani’s beauty business. HSBC analysts had earlier estimated that the brand brought in €1.5 billion (£1.3 billion) in sales in 2023.
