F1 ACADEMY is an all-female series launched by Formula 1 (F1) to develop and prepare young women drivers for higher levels of the motorsport.
In light of the increasing crossovers between cosmetic companies and F1, Sephora said that its goal is to support the duality of female athletes on and off the track while highlighting that beauty and performance are not at odds with each other.
According to Déborah Yeh, global chief marketing officer at Sephora, the brand has forged collaborations where beauty and culture meet, such as in sports, for a very long time.
Some of its past partnerships include Unrivalled Basketball League in the US, Golden State Valkyries (US), Toronto Tempo (Canada), Al Nassr Women’s Football Team (Saudi Arabia), and the 2024 Olympic Games in France.
“This partnership with F1 ACADEMY marks a real milestone in our approach to global sports sponsorship, and reflects our shared ambition to elevate and support female talent on the world stage, to encourage young women to chase excellence, and to open doors for others.
“Whether a driver wants to rock a full glam look or go completely natural, they all belong to something beautiful. The collaboration gives us an incredible opportunity to engage with audiences from Shanghai to Austin, bringing our unique brand experience to fans while supporting the dreams of these athletes.
“This is also a chance for us to celebrate the synergy between sports and beauty with the increasing female viewership of F1, particularly among Gen Z,” she told CosmeticsDesign-Asia.
Meanwhile, Susie Wolff, managing director of F1 ACADEMY, sees the trend of beauty brands entering the world of motorsport as an “exciting shift” that underscores the sport’s broadening appeal.
“It has always been important to me that we selected Official Partners that believed wholeheartedly in our vision for F1 ACADEMY, and that these partnerships are rooted in purpose as they set the scene for fresh storytelling and new audiences within racing.
“Sephora is an iconic global brand with a passionate community across markets worldwide, championing confidence and self‑expression, which are values that perfectly align with F1 ACADEMY. Joining forces with them is incredibly powerful. This partnership goes far beyond beauty; we are challenging outdated stereotypes and redefining who and what belongs in motorsport,” Wolff added.
Activities in the pipeline
As part of the partnership, a variety of initiatives will be introduced throughout seven races across five markets in 2026.
“With our global reach across 35 markets and 80 million active members, Sephora will engage new global audiences through immersive fan and driver activations, including glam bars in Paddock Club, and sponsoring an end‑of‑year drivers’ celebration spotlighting progress and performance across the season.
“This event will be a first for the F1 ACADEMY. Its addition to the season’s line-up highlights Sephora’s focus on winning together and celebration,” Yeh revealed.
Notably, Sephora will be providing exclusive support for Spanish rookie Natalia Granada,who has joined the full-time 2026 F1 ACADEMY grid as the season begins in Shanghai this March.
She will race in the “Sephora operated by PREMA” car featuring a livery inspired by the brand’s signature black-and-white stripes and bold red accents.
Sephora’s other involvements include supporting teams on social media and during their public appearances, helping the drivers feel “fully confident” through product gifts, and glam bar experiences, such as beauty touch-ups, in the Fan Zone at all F1 races.
Additionally, the brand will be creating a dedicated social content series designed to raise awareness and build conversation around women’s empowerment within the sports industry and beyond.
“We are committed to bringing the fun and engaging spirit that the beauty community expects from Sephora directly to these upcoming races. We seek to connect the vibrant energy and passion found in the stands of sporting events with our own community, fostering a shared sense of excitement and celebration.”
On the same note, Wolff believes that the partnership would establish long‑term pathways for talent while connecting with a new generation of fans who see themselves reflected in the sport.
“Our collaboration with Sephora will be felt across the entire 2026 season on track, online, and in the fan experience. Their support for Natalia, the new livery, and the addition of glam bars and athlete‑focused content bring an unapologetically bold energy to the paddock. Together, we’re creating global touchpoints that inspire confidence and celebrate performance,” said Wolff.
