#NOTSPONSORED: Why A Bottle Of Giorgio Armani Luminous Silk Foundation Sells Every 30 Seconds

New beauty launches fly thick and fast. Every day, we are presented with a new, you-beauty product, each promising to change our lives and ensure we never (ever!) get a wrinkle again.

Despite all of the noise in the market, there are a handful of old-faithful products that have stood the test of time. Why? Because they work – and they have a loyal following of fans to prove it.

Previously, we’ve delved into the finer details of Elizabeth Arden Advanced Ceramide Capsules, Lancôme Advanced Génifique and more. Today, we’re throwing the spotlight on Giorgio Armani Luminous Silk Foundation.

For nearly 20 years, this old-faithful has been at the top of many a beauty lover’s wishlist. So much so, one bottle is sold every 30 seconds. Yep—in the time it’s taken you to read this five more bottles have been purchased. Enough said.

But what makes this foundation so good? What makes it one of those cult products? Allow us to break it down for you.

The Name: Giorgio Armani Luminous Silk Foundation.

The Sell: According to Armani Beauty’s website, this foundation will “correct and unify the complexion for instantly glowing skin. Inspired by charmeuse silk, this luminous foundation glides on weightlessly for a lit-from-within glow.”

The Price Tag: $105/ 30ml via Armani Beauty’s website

The Stats: Worth another mention, one bottle of this foundation is purchased every 30 seconds around the world. That’s 120 bottles an hour or 2,880 (!!) bottles a day. In almost 20 years, it has held an impressive 10 year reign as the Instyle US Best Beauty Buy. But that isn’t even the most impressive statistic – with over 40 shades to choose from, this formula is one of the most inclusive on the market. Luminous Silk has been designed with every skin colour and undertone in mind

The Ingredients: Luminous Silk earned its name from a unique Micro-fil technology; inspired by silk, Giorgio Armani laboratory invented Micro-fil to recreate its velvety texture on skin. Micro-fil gives the foundation a lightweight ‘airy’ consistency while not compromising on the intensity of the colour.

Sometimes, what a brand leaves out is just as important as what it puts in. Luminous Silk is an oil free formula. This adds to the longevity of the coverage while also helping to prevent shine and clogged pores—particularly for acne-prone skin.

The Best Way To Use It: Like all makeup, there isn’t really a right or a wrong way to apply Luminous Silk – it’s about finding a way that works for you. Here are a few options:

• For a sheered-out, everyday look pump the Luminous Silk onto the back of your hand and mix with your favourite moisturiser. Apply with your fingers and you’re good to go! For more longevity, prep skin with Armani Luminous Silk Hydrating Primer first.
• When you want a little more lift, apply your primer and then dab the product onto your skin with either a makeup sponge or your fingers, concentrating on the areas where you want the most coverage.
• Going out on the town? For that night-out oomph, apply the foundation using a densely packed blending brush. Move in circular motions around the face, starting from the nose and working your way out. Seamless, perfected skin awaits you

The Benefits: This foundation comes with a grocery list of benefits. It is suitable for every skin type, non-comedogenic and has been dermatologically and ophthalmologically tested to ensure it is safe for even the most sensitive complexion.

Let’s talk about the finish. It’s called Luminous Silk for a reason. This smooth-as-silk formula brightens skin for an oh-so radiant finish. With little effort, the medium (but buildable!) liquid foundation blends in like a second skin.

The Verdict: Add to cart, quick smart. It’s an almighty yes from us. When something makes our skin look this good, why would we ever part with it?