Carlos Sainz is adding fragrance to his list of high-profile partnerships. The Spanish Formula 1 driver has been named Giorgio Armani Spain Fragrance Ambassador for Armani Beauty’s I Will Eau de Parfum, joining a campaign built around persistence, self-discipline and the decisions that keep ambition in motion.
The connection with Sainz is rooted firmly in his career. Formula 1 demands concentration over long periods, consistency under pressure and the ability to keep making precise decisions when the margin for error becomes almost nonexistent. Armani Beauty places those qualities at the centre of its communication around I Will, drawing directly from the mentality Sainz brings to the racetrack.
Now competing for the Atlassian Williams F1 Team, Sainz joined Williams in 2025 after four seasons with Ferrari. In August 2026, he signed a new multi-year agreement with the team, securing his position beyond the current season and reinforcing Williams’ plans around him.
Born in Madrid in 1994, Sainz entered karting at the age of ten before progressing through the junior categories and eventually reaching Formula 1. His career has included Toro Rosso, Renault, McLaren, Ferrari and Williams, with four Grand Prix victories and 29 podium finishes to his name. All four wins came during his Ferrari years, while his arrival at Williams has also coincided with the team’s return to the podium.
The fragrance itself follows a very different kind of precision. I Will is a woody vanilla composition created by Alberto Morillas and Nathalie Lorson. Calabrian bergamot, lavender and violet leaf introduce the opening, leading into Madagascar vanilla absolute and woody leather notes.
Armani Beauty spent four years developing the fragrance, working through more than 2,800 trials before arriving at the final formula. That lengthy process gives the campaign another point of connection with its ambassador: the finished result is presented as the outcome of repetition, refinement and refusing to settle too early.
For Sainz, the collaboration extends his presence beyond Formula 1 while remaining closely connected to the qualities associated with his career. I Will takes its name seriously. Its campaign is built around the idea that determination is less about a single declaration than the decision to keep choosing the same direction, again and again.
More about Armani Beauty online:
Website
Instagram
Facebook
Photo: (c) Pierre Mouton