Can beauty and motorsport truly share the same stage? In 2026, the answer is a confident yes.
F1 Academy has officially partnered with Sephora, marking a meaningful step forward in how the sport engages with a broader, more diverse audience. At its core, the collaboration is about visibility—creating more space for women to thrive, both on and off the track.
Across the season, Sephora will introduce its signature retail experiences to the race calendar, including interactive Glam Bars and curated fan moments at selected destinations. The brand will also make its presence felt within the F1 Paddock Club, offering elevated beauty touchpoints to guests at 18 Grands Prix worldwide. It’s a subtle but impactful way of reshaping the traditional race-day atmosphere.
The partnership also brings a new layer of recognition to the championship, with an end-of-season celebration dedicated to honouring driver progress and performance—an initiative that reflects a growing emphasis on long-term development in the series.
Spanish driver Natalia Granada joins the grid this season under the ‘Sephora operated by PREMA’ banner, following a strong showing in last year’s rookie test. Her entry signals both momentum and opportunity, as emerging drivers gain stronger backing on their journey through the sport.
As highlighted by managing director Susie Wolff, this partnership is less about aesthetics and more about perspective—broadening what motorsport can represent today.
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