MUMBAI: Motorsport may run on speed and precision, but this season it is adding a touch of glamour to the grid. F1 Academy has announced a new global partnership with Sephora, naming the beauty retailer as an official partner and the official beauty retail partner of the all female racing series. The collaboration aims to support female talent in motorsport while engaging a new generation of fans. Sephora, which operates in 35 markets and counts more than 80 million active members globally, will bring its signature retail experiences to the racing paddock through immersive activations at selected events.
As part of the deal, Sephora will introduce its well known Glam Bars to the Formula One Paddock Club hospitality suites. The beauty stations will be available to guests at 18 Grands Prix during the 2026 season, adding a new dimension to the premium trackside experience.
The partnership also includes the launch of a new end of season drivers’ celebration event recognising performance and progress across the championship, marking the first such initiative for the series.
Beyond event activations, Sephora will also support emerging talent on the grid. The brand will back Spanish driver Natalia Granada, who joins the 2026 F1 Academy season as a rookie. She 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 completes the full time driver lineup for the 2026 season, which begins in Shanghai alongside the Formula 1 Chinese Grand Prix. Her promotion follows a strong showing at the F1 Academy rookie test in 2025.
Susie Wolff, Managing Director of F1 Academy, said the partnership reflects a broader effort to reshape perceptions within motorsport.
“Sephora is an iconic global brand that champions individuality and confidence. Joining forces with them goes far beyond beauty. Together we are challenging outdated stereotypes and redefining who belongs in motorsport,” she said.
Formula One, chief commercial officer Emily Prazer added that integrating Sephora’s experiences into the Paddock Club will elevate the hospitality offering and deepen fan engagement.
For Sephora, the partnership represents an opportunity to connect with global audiences at major racing destinations, from Shanghai to Austin, while promoting the values of confidence, expression and empowerment.
With sport, style and speed sharing the same stage, the collaboration signals a growing intersection between motorsport culture and lifestyle brands seeking to reach new audiences around the world.
