J Balvin is adding another major global brand partnership to his résumé.

The Colombian reggaeton superstar has been named the new U.S. fragrance ambassador for Armani Beauty, becoming the face of the luxury brand’s new men’s fragrance, I WILL Eau de Parfum.

The partnership puts one of Latin music’s most recognizable artists at the centre of Armani Beauty’s U.S. campaign as the company launches a new fragrance line alongside established names such as Acqua di Giò and Stronger With You.

Actor Jonathan Bailey serves as the global ambassador for I WILL, while Balvin will front the fragrance campaign in the United States.

J Balvin Really Loves Cologne

This isn’t necessarily one of those celebrity partnerships that came out of nowhere.

Balvin is apparently very serious about fragrance.

In a new interview with GQ, the Medellín-born artist revealed that he can go through litres of perfume in only a couple of months and regularly mixes different fragrances together.

His enthusiasm for fragrance makes the Armani partnership a natural extension of the fashion and lifestyle world that has surrounded his music career for years.

What Does Armani I WILL Smell Like?

I WILL is a woody vanilla eau de parfum created by renowned perfumers Alberto Morillas and Nathalie Lorson.

According to reports surrounding the launch, developing the fragrance took more than 2,800 trials.

The scent combines Calabrian bergamot with lavender and violet leaf before moving into Madagascar vanilla, patchouli and smoky woody-leather notes.

The fragrance arrives in a refillable black bottle with warm gold detailing.

Another Major Moment for Colombian Representation

Balvin’s partnership with Armani is another example of how Latin artists have moved far beyond being treated as stars within a separate “Latin market.”

Born José Álvaro Osorio Balvin in Medellín, J Balvin became one of the artists responsible for pushing Colombian reggaeton into the global mainstream.

His career has since expanded well beyond music into fashion, art, sneakers and collaborations with some of the world’s biggest brands.

Yet Balvin has consistently maintained his Colombian identity and continued recording primarily in Spanish while building an international audience.

Now he can add one of the world’s most recognizable luxury fashion and beauty houses to that list.

From Medellín and reggaeton to becoming the U.S. face of a new Armani fragrance, J Balvin’s influence continues to stretch well beyond music.