Formula 1 Is No Longer Just a Sport—It’s a Lifestyle Platform
Formula 1 has always been about speed, precision, and engineering excellence. But in 2026, it is just as much about culture, style, and experience.
The numbers tell the story. Formula 1 now reaches an estimated 750 million fans globally, with women accounting for roughly 41 percent of the audience, a figure that has surged in recent years. Even more striking, three out of four new fans are women, according to Formula 1’s own global fan survey.
At the same time, the sport is getting younger. Around 43 percent of fans are under 35, a demographic driving demand for social content, live experiences, and lifestyle-driven engagement. Formula 1 has evolved into a cultural platform where fashion, celebrity, and digital storytelling are as visible as the race itself. The paddock has become a stage, and the audience is no longer just watching. They are participating. That shift is exactly why Sephora’s latest move feels so relevant.
Inside the Sephora x F1 Academy Partnership
On March 11, 2026, Sephora officially became the Official Beauty Retail Partner of F1 Academy, the all-female racing series launched by Formula 1. Through the partnership, Sephora will activate across 18 Formula 1 race weekends, introduce immersive Glam Bars, and integrate directly into the F1 Paddock Club, the sport’s most exclusive hospitality environment.
“We are delighted to add Sephora as a partner for both F1 Academy and F1 Paddock Club. By integrating their glam bars into the Paddock Club, we will enhance the overall hospitality experience and continue to set new standards for guest engagement.” – Emily Prazer, Formula 1
There is also a visible presence on track, with a Sephora-branded car competing in the series, reinforcing the brand’s connection to performance, identity, and visibility. What makes this different is where Sephora is showing up. Not just on signage or screens, but inside the experience itself.
Why Beauty Belongs in the Paddock Now
The Paddock Club is where Formula 1 becomes something else entirely. It is where luxury hospitality meets global influence. Guests move through curated spaces, attend private events, and create content in real time. It is one of the most photographed, shared, and socially amplified environments in sport.
“We are thrilled to become the Official Beauty Retail Partner of F1 Academy, supporting their commitment to women’s empowerment worldwide. This collaboration gives us an incredible opportunity to engage with audiences from Shanghai to Austin while supporting the dreams of these athletes.” – Deborah Yeh, CMO, Sephora
In that context, beauty becomes functional. Sephora’s Glam Bars are designed to fit naturally into the rhythm of a race weekend. A quick refresh before dinner. A moment to reset between appearances. A space that supports how people actually move through these environments. Instead of interrupting the experience, Sephora is enhancing it. And that reflects a broader change in luxury marketing.
The Data Behind the Strategy
According to the 2025 Global F1 Fan Survey, 41 percent of fans who have not attended a race say they plan to, highlighting growing demand for live, immersive experiences.
At the same time, 41 percent of women and 39 percent of Gen Z fans say they are more likely to purchase from F1 sponsors, showing a direct link between partnerships and consumer behavior.
F1 Academy itself is gaining traction quickly. Around 23 percent of all F1 fans follow the series, rising to 42 percent among women, making it one of the fastest-growing properties in motorsport.
For Sephora, this represents a rare alignment:
A rapidly expanding female audience
A high-growth sports platform
A premium live-event environment
Strong conversion potential from sponsorship
F1 Academy and the Power of Representation
F1 Academy is a strategic response to one of the biggest challenges in motorsport: representation. Launched in 2023, the series was designed to create a clear pathway for female drivers while also reshaping how the sport connects with women globally.
Among younger and newer fans, engagement with F1 Academy is particularly strong, with Gen Z audiences showing some of the highest interest levels.
For Sephora, the alignment is evident. The brand has long centered its identity around self-expression and confidence. Supporting female athletes in a high-performance environment extends that message into a new cultural space.
The LVMH Strategy Behind the Scenes
Sephora’s move makes even more sense when viewed within the LVMH ecosystem. The group has already established a strong presence in Formula 1, integrating brands across fashion, watches, and hospitality. Sephora adds a new dimension. It brings a global footprint of 35 markets and more than 80 million active members, along with deep expertise in both retail and experiential engagement.
Inside Formula 1, that creates a layered luxury experience. A guest might attend a race wearing high fashion, track time with a luxury watch, and engage with a beauty activation, all within the same environment. LVMH is building a fully integrated lifestyle presence inside one of the most influential platforms in the world.
Content Is the Real Multiplier
If the physical experience is the foundation, content is the amplifier. Formula 1 has become one of the most digitally driven sports, with fans engaging daily across platforms. In fact, 61 percent of fans consume F1 content every day, reflecting a highly active audience. Sephora’s activations are built for that environment. Every Glam Bar interaction, every driver partnership, and every hospitality moment can be captured and shared. What happens inside the Paddock Club does not stay there. It becomes part of a global content stream. A single moment can reach millions.
Beauty’s New Role in Sport
For years, beauty brands have struggled to find their place in sport. The category often felt adjacent, not essential. As sports become more lifestyle-driven, beauty is becoming more relevant. It supports how people show up, how they present themselves, and how they engage with highly social environments. Sephora is betting on that shift. It treats beauty as part of the experience, not just a marketing layer around it.
“Beauty and sport might seem like different worlds, but both celebrate confidence and expression. Support like this is incredibly important for female drivers, and it’s empowering to have a brand that truly believes in our ambitions.” – Natalia Granada, F1 Academy
A Blueprint for Modern Partnerships
Sephora x F1 Academy works because it understands where culture is moving. Formula 1 is no longer just about racing. It is about identity, experience, and participation.
This partnership captures that evolution across multiple levels: It reaches a growing, diverse audience. It integrates into premium environments. It generates content at scale. It aligns with meaningful cultural narratives.
For LVMH, it is a strategic win. For Sephora, it is a repositioning moment. And for the industry, it offers a clear signal of what comes next. The most powerful brands are no longer just seen. They are experienced.