Why Armani Beauty Is Relaunching Its Hero Product After 25 Years

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.