The all-female racing series F1 Academy has announced a landmark global partnership with beauty giant Sephora, naming the retailer as the Official Beauty Retail Partner of the championship.
The collaboration signals a bold step toward promoting female empowerment in motorsport, bringing together two global brands committed to supporting women who are pursuing ambitious careers on the world stage.
Through the partnership, Sephora will introduce immersive beauty activations at selected races and provide fans with its signature brand experience throughout the 2026 season. The deal also extends to the luxury hospitality area of Formula One Paddock Club, where Sephora’s iconic Glam Bars will be available for guests at 18 Grands Prix events.
This move reflects the growing momentum behind women in motorsport, as the racing series continues to build opportunities for emerging female drivers within the wider ecosystem of Formula One.
Glam Bars and Fan Experiences Across the 2026 Season
With operations in 35 global markets and more than 80 million active members, Sephora will use the partnership to connect with motorsport audiences worldwide.
Fans attending select races can expect interactive glam bars and beauty activations, offering styling experiences and social media-friendly moments designed to enhance the race weekend atmosphere.
Guests in the prestigious Formula One Paddock Club will also gain exclusive access to the brand’s beauty experiences during the 2026 championship calendar.
The partnership goes beyond trackside experiences, however. Sephora will also sponsor a new end-of-year drivers’ celebration event, marking the first awards-style moment dedicated to celebrating progress, performance, and standout achievements from the F1 Academy season.
Supporting the Next Generation of Female Drivers
A central part of the partnership is Sephora’s support for rising Spanish driver Natalia Granada, who joins the championship grid for her rookie season in 2026.
Granada will compete in a “Sephora operated by PREMA” car, featuring a striking livery inspired by the brand’s signature black-and-white stripes with bold red accents. Her entry completes the full-time driver lineup for the season, which begins alongside the Chinese Grand Prix in Shanghai.
Granada previously impressed during the 2025 F1 Academy rookie test, and her promotion to a full-time seat highlights the growing talent pipeline within the series.
A Shared Mission to Break Stereotypes
Managing Director Susie Wolff emphasised the deeper cultural impact of the partnership.
According to Wolff, teaming up with Sephora represents more than a commercial agreement — it’s a chance to challenge outdated stereotypes about who belongs in motorsport and showcase confidence, individuality, and ambition.
Similarly, Formula 1’s Chief Commercial Officer Emily Prazer said the partnership will enhance the race-day hospitality experience while engaging a broader and more diverse global audience.
Sephora’s Global Chief Marketing Officer Deborah Yeh highlighted how the collaboration will connect beauty and sport, two industries that celebrate confidence, performance, and self-expression.
Granada herself echoed that sentiment, noting that although beauty and motorsport may seem like different worlds, both ultimately empower people to express themselves with confidence.
The Rise of F1 Academy
Launched in 2023, F1 Academy was created to accelerate the development and progression of female talent in racing. The championship now runs alongside the FIA Formula One World Championship calendar, giving young drivers global exposure and a clear pathway into higher levels of motorsport.
The series’ third season features 14 races across seven rounds, broadcast in more than 160 territories by over 35 broadcasters, with races also streamed globally via the official YouTube channel and F1 TV.
With high-profile partnerships like Sephora joining the grid, the series continues to expand its cultural reach while encouraging the next generation of women to pursue careers both on and off the track.
Beauty Meets Motorsport
For Sephora, the collaboration represents another step in its mission to promote inclusivity, creativity, and empowerment. Founded in 1969 in Limoges, France, the brand has grown into one of the world’s largest prestige beauty retailers and has been part of the LVMH group since 1997.
With more than 3,400 stores worldwide and a community of hundreds of millions of beauty fans, Sephora’s entry into motorsport could mark a major shift in how brands connect with audiences at sporting events.
As the 2026 season begins in Shanghai, the new partnership between F1 Academy and Sephora highlights a powerful message: motorsport is evolving, and the future of racing is more diverse than ever.
