Giorgio Armani taps Jonathan Bailey to front first men’s fragrance launch in 20 years

By Lollie Hancock | Published: 6-Aug-2026 Lollie Hancock
Fragrance Marketing

British actor Jonathan Bailey, best known for his roles in Wicked and Bridgerton, joins Giorgio Armani as Global Fragrance Ambassador, fronting the brand’s new men’s scent, I Will

Giorgio Armani taps Jonathan Bailey to front first men’s fragrance launch in 20 years

Giorgio Armani has teamed up with British actor Jonathan Bailey to bring its new fragrance, I Will, to market.

This is the L’Oréal-licensed brand’s first new men’s fragrance pillar in two decades, with Bridgerton and Wicked star Bailey the face of the new scent, acting as  Global Fragrance Ambassador.

Giorgio Armani said Bailey was chosen because he “brings a distinctive balance of charisma, discipline and authenticity”.

The partnership builds on Bailey’s existing relationship with Armani’s fashion arm, having fronted a campaign for Emporio Armani’s Autumn 2024 eyewear collection.

“It is a huge honour to be the face of I Will and to continue to be part of the Giorgio Armani family,” said Bailey. 

“Mr Armani created a legacy that has shaped generations through his commitment to elegance, craftsmanship and authenticity, and to be part of a project that carries his vision is something I am incredibly proud of. 

“The Armani excellence permeates through everyone who worked in this campaign." 

Armani brought on filmmaker Todd Field to direct the campaign, which sees Bailey take on the role of an actor searching for new meaning as he prepares for his next role in Los Angeles, US.

I Will is an oriental woody scent, created by DSM-Firmenich Perfumers Nathalie Lorson and Alberto Morillas over four years and 2,800 trials.

It opens with top notes of bergamot and cardamom; has middle notes of lavender and violet leaf; before settling into a base of Madagascan vanilla with notes of leather and wood.

It is priced at £120 for 100ml, launching in the UK from 9 September.

Earlier this year, Armani Beauty named freestyle skiing champion Eileen Gu as Global Make-up Ambassador.

The brand also tapped model Vittoria Ceretti as Global Makeup Ambassador.

Related content:

See more

You may also like

Colour Cosmetics
L’Oréal plots first Gucci Beauty launch as early as 2028 and wants to make it a multibillion-euro brand

L’Oréal plots first Gucci Beauty launch as early as 2028 and wants to make it a multibillion-euro brand

Read more
L’Oréal CEO Nicolas Hieronimus has given  a timeline for the ‘reacceleration’ of Gucci Beauty after gaining early access to the brand’s 50-year licence from Coty, and shared his ambitions to make it a multibillion-euro brand

Trending Articles

  1. You need to be a subscriber to read this article.
    Click here to find out more.
    Exclusive: Jo Malone London expands retail footprint with Boots launch and unveils new collection Jo Malone London is launching its luxury offering into one of the UK’s largest beauty retailers, Boots, for the very first time, alongside new collection Sea Salt & Bergamot, which the Estée Lauder Companies-owned fragrance brand has called its 'largest launch of the year'
  2. You need to be a subscriber to read this article.
    Click here to find out more.
    Chantecaille bolsters commitment to lion conservation with new collection Sales from the Beiersdorf-owned prestige brand’s Fall 2026 Lion Collection will help fund essential field technology used to track, monitor and identify lions in the wild, building on the company’s existing partnership with conservation organisation Lions Guardians
  3. Dossier names Stefano Curti Executive Chairman at ‘turning point’ for fragrance brand The former Johnson & Johnson and Coty executive will lead Dossier’s board of directors after the fragrance company was acquired by American Pacific Group
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    M&S Beauty names presenter Emma Willis Ambassador of own-brand range Formula The 50-year-old British television presenter has been appointed the face of the UK supermarket chain’s own-brand skin care line, Formula, marking ‘an exciting new era’ for M&S Beauty
  5. You need to be a subscriber to read this article.
    Click here to find out more.
    Kylie Cosmetics, Huda Beauty and MAC Cosmetics crowned most popular beauty brands of 2026 so far Huda Kattan’s namesake make-up brand reclaimed the top spot on The Cosmetify Index, while luxury companies Dior Beauty and YSL Beauty have climbed up the top 50 ranking by improving their digital presence

Upcoming event

Anti-Ageing & Skin Health: The Actives Driving Growth

10 September and 17 September 2026 | Virtual See all

You may also like

Colour Cosmetics
L’Oréal plots first Gucci Beauty launch as early as 2028 and wants to make it a multibillion-euro brand

L’Oréal plots first Gucci Beauty launch as early as 2028 and wants to make it a multibillion-euro brand

L’Oréal CEO Nicolas Hieronimus has given  a timeline for the ‘reacceleration’ of Gucci Beauty after gaining early access to the brand’s 50-year licence from Coty, and shared his ambitions to make it a multibillion-euro brand
You need to be a subscriber to read this article.
Click here to find out more.
Body Care
Beauty screams for ice cream: inside the next evolution of beauty’s sweet treat obsession

Beauty screams for ice cream: inside the next evolution of beauty’s sweet treat obsession

From pop-ups in ice cream parlours to collagen-infused popsicles and fragrances that transport you to a gelateria, uncover why beauty’s got a sweet obsession with ice cream
Fragrance
Prada Beauty signs Zendaya as Prada Paradoxe Ambassador to mark ‘bold new chapter’

Prada Beauty signs Zendaya as Prada Paradoxe Ambassador to mark ‘bold new chapter’

The 29-year-old actor, known for her roles in The Odyssey and the Spider-Man franchise, will front a new campaign for hero fragrance Prada Paradoxe, joining her husband Tom Holland as an ambassador for the L’Oréal-licensed brand
Colour Cosmetics
Armani Beauty names Olympic skier Eileen Gu as Global Make-up Ambassador

Armani Beauty names Olympic skier Eileen Gu as Global Make-up Ambassador

Olympic gold medalist Eileen Gu is joining Armani Beauty as Global Make-up Ambassador and is set to star in multiple campaigns for the brand
Fragrance
YSL Beauty names Alisha Boe Black Opium Ambassador to mark ‘thrilling new chapter’

YSL Beauty names Alisha Boe Black Opium Ambassador to mark ‘thrilling new chapter’

The L’Oréal-licensed company has signed 29-year-old Boe, who stars in Apple TV+'s critically acclaimed show The Buccaneers, to front Black Opium Pink Glaze – the newest addition to its Black Opium flagship fragrance
You need to be a subscriber to read this article.
Click here to find out more.
Retail
Updated: Best initiatives for budding beauty founders offering funding, mentorship and more

Updated: Best initiatives for budding beauty founders offering funding, mentorship and more

From retailers such as Sephora, Boots and Ulta Beauty, to industry giants like L’Oréal, there are several programmes designed to help new brands and founders make it in the beauty world
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics
Cosmetics Business’ 5 dream beauty partnerships and collaborations

Cosmetics Business’ 5 dream beauty partnerships and collaborations

With beauty brands announcing A-list partnerships and cool collaborations on the daily, the Cosmetics Business team have dreamt up their fantasy crossovers, from unlikely video game and make-up collaborations, to seeing actors Paul Rudd and Danny Devito fronting campaigns
Subscribe now