Key Takeaways:
Sephora has shifted into a higher gear with a new global partnership with F1 Academy ahead of the 2026 racing season, marking the beauty retailer’s first global motorsport sponsorship.
Under the agreement, Sephora becomes an Official Partner and the Official Beauty Retail Partner of the all-female racing series, an initiative launched by Formula 1 to accelerate opportunities for women in motorsport. The collaboration reflects a shared focus on elevating female talent and encouraging young women to pursue ambitious careers both on and off the track.
Launched in 2023, F1 Academy was created to accelerate the identification and development of female talent in motorsport. Now entering its third season, the championship includes 14 races and is broadcast across more than 160 territories, expanding global visibility for the next generation of women in racing.
The partnership will introduce Sephora’s experiential retail concepts to the global motorsport stage. At select races throughout the season, the retailer will host immersive fan activations and Glam Bars, designed to bring its signature beauty services directly to Formula 1 audiences.
The initiative will also extend into the premium hospitality space through collaboration with the F1 Paddock Club. Sephora Glam Bars will be available to guests across 18 Grand Prix events during the 2026 season, integrating beauty services into the luxury race-day experience and expanding the retailer’s brand presence within one of the sport’s most exclusive environments.
Beyond on-site activations, Sephora will sponsor a new end-of-season celebration recognizing drivers’ progress and performance throughout the championship. The event will debut this year and highlight the series’ growing emphasis on community and recognition.
As part of the partnership, the retailer will also support rising Spanish driver Natalia Granada during her rookie season in the series. Granada will compete in the “Sephora operated by PREMA” car, featuring a livery inspired by the brand’s signature black-and-white stripes with bold red accents.
Granada joins the full-time grid for the 2026 season after impressing during the championship’s inaugural rookie test in 2025. Her promotion reflects the development pipeline the series aims to create for emerging female drivers.
According to Susie Wolff, Managing Director of F1 Academy, the partnership represents a broader cultural shift within motorsport. “Sephora is an iconic global brand with a passionate community across markets worldwide, championing individuality and confidence,” Wolff said in a press release. “This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
For Sephora, the partnership also offers a new platform to connect with its global beauty community. The retailer currently operates in 35 markets and counts more than 80 million active members worldwide.
“We are thrilled to become the Official Beauty Retail Partner of F1 Academy,” said Deborah Yeh, Sephora’s Global Chief Marketing Officer, in a statement. “This collaboration allows us to bring our brand experience to fans from Shanghai to Austin while supporting the dreams of these athletes.”
As beauty brands increasingly look to sport to expand cultural relevance and reach new audiences, sponsorship activity has accelerated across the sector. The global sports sponsorship market, valued at $63.1 billion in 2021, is projected to reach $1,098.1 billion by 2030. In 2024, Charlotte Tilbury became the first female-founded beauty brand to partner with F1 Academy, highlighting how beauty companies are using sport to champion female talent and connect with emerging fan communities.
Beauty’s growing presence in motorsport has been spurred on by LVMH’s landmark $1 billion, 10-year partnership with Formula 1 beginning in 2025. The deal has opened the door for the group’s wider portfolio, including Sephora, to deepen its presence in motorsport. As Formula 1’s global popularity and female fan base grow, the partnership has created new opportunities for beauty brands within the LVMH ecosystem to activate across the racing world and connect with emerging audiences.
The 2026 F1 Academic season begins this week in Shanghai, running alongside the Chinese Grand Prix and continuing across seven rounds held during the Fédération Internationale de l’Automobile (FIA) Formula 1 World Championship calendar.
