Carlos Sainz has been named the new Giorgio Armani Spain Fragrance Ambassador for Armani Beauty’s I Will Eau de Parfum, adding a major beauty partnership to a career already defined by Formula 1. The appointment places the Spanish driver within a campaign built around determination, discipline and the idea of willpower as a choice made repeatedly over time.
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That message closely reflects the way Armani Beauty presents Sainz. His work in motorsport depends on concentration, resilience and consistency under pressure, qualities the brand uses to connect him with the fragrance. Rather than separating the campaign from his racing identity, Armani Beauty draws directly from the mentality required to compete at the highest level.
Sainz currently races for Atlassian Williams F1 Team, which he joined in 2025 after four seasons with Ferrari. In August 2026, he signed a new multi-year agreement with Williams, extending his place within the team beyond the current season and continuing a relationship that began with his move from Maranello.
Born in Madrid in 1994, Carlos Sainz Jr. began karting at 10 before reaching Formula 1, where he has raced for Toro Rosso, Renault, McLaren, Ferrari and Williams. He has earned four Grand Prix victories and 29 podium finishes, with all four wins coming during his Ferrari years. Now racing for Williams, Sainz has helped bring the team back onto the podium while establishing a long-term place within its future plans.
I Will Eau de Parfum is a woody vanilla fragrance developed by perfumers Alberto Morillas and Nathalie Lorson. Its composition opens with Calabrian bergamot, lavender and violet leaf, followed by Madagascar vanilla absolute and woody leather notes.
Armani Beauty developed the fragrance over four years and more than 2,800 trials, placing a strong emphasis on refining the final composition before launch.
For Sainz, the partnership adds another dimension to his public profile while remaining closely tied to the discipline that defines his work on track. Armani Beauty uses that connection as the central idea behind the campaign, positioning I WILL around persistence, focus and the daily decisions required to keep moving forward.
