Eileen Gu Named Giorgio Armani Global Makeup Ambassador

Olympic champion freeskier Eileen Gu has stepped into a new role as the latest global makeup ambassador for Giorgio Armani.

The decorated athlete is set to star in upcoming campaigns for the brand’s signature Lip Maestro and the new Armani Dolci Makeup Blush.

Gu’s appointment highlights a growing trend of luxury beauty brands aligning with elite female athletes, similar to how WNBA star Lexie Hull’s Forta joined Sephora Accelerate to address the demand for high-performance cosmetics that keep up with intense physical activity.

“Partnering with Armani Beauty is such a natural, instinctive next step for me,” Gu said in a statement. “I’ve always been drawn to how Armani celebrates authentic, effortless beauty and empowers women to embrace their inner strength.

“The makeup doesn’t just enhance your features, but gives you a magnetic and unstoppable confidence to conquer any stage, whether it’s on the snow or under the spotlight,” she continued.

As the new face of Armani Beauty, Gu has clear aspirations. “I hope to embody the idea that strength and softness aren’t opposites — that you can be disciplined and ambitious, while still being genuinely, unapologetically yourself,” she said.

Gu is a historic Olympic record-holder. At the 2022 Winter Olympics, she won two gold medals and one silver, making her the youngest Olympic freeski gold medalist in history at age 18. By the 2026 Winter Olympics, after securing another gold and two silver medals, she cemented her status as the most decorated Olympic freeskier of all time.

Beyond her athletic achievements, the multihyphenate is a Stanford University graduate and a prominent figure in the fashion world, frequently seen in the front row at major global runway shows.

“What sets her apart is not only the breadth of her achievements, but the way she navigates them: with intention, ease, quiet confidence, and an authenticity that is entirely her own,” said Armani Beauty, which is licensed to L’Oréal. “Eileen brings a varied outlook shaped by education, performance, culture, and style. Her modernity, strength, and elegance make her a singular figure on the global stage today.”

Gu joins an elite roster of Armani Beauty ambassadors that includes Cate Blanchett, Sydney Sweeney, and Kendall Jenner.