Where motorsport meets beauty — two worlds that might seem worlds apart have officially crossed paths. On March 11, global beauty retail giant SEPHORA announced an official partnership with F1 ACADEMY™, joining the all-female racing series as its Official Partner and Official Beauty Retail Partner.
A Strategic Alliance Rooted in Women’s Empowerment
At the heart of this agreement is a shared vision: to champion female talent on the world stage. Present in 35 global markets with 80 million active members, SEPHORA will bring its iconic brand experience to new audiences through immersive glam bars and fan activations at select races throughout the season.
The deal also encompasses a partnership with F1 Paddock Club, with SEPHORA’s signature Glam Bars set to be available to Paddock Club guests across 18 Grands Prix in 2026, elevating the hospitality experience at each event. The brand will also sponsor a brand-new end-of-season drivers’ celebration — a first for the series — underscoring SEPHORA’s commitment to recognising achievement and winning together.
Susie Wolff, Managing Director of F1 ACADEMY™, commented: “SEPHORA is an iconic global brand with a passionate community across markets worldwide, championing individuality and confidence. Joining forces with them is incredibly powerful. This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
Spanish Rookie Natalia Granada Joins the Grid
Central to the partnership is the signing of Spanish driver Natalia Granada, who will compete in the ‘SEPHORA operated by PREMA’ car for her rookie season in 2026. The machine’s livery draws inspiration from SEPHORA’s trademark black-and-white stripes and bold red accents — a striking visual statement both on and off the track.
Granada’s arrival completes the full-time driver lineup for the 2026 F1 ACADEMY™ season. Having made a strong impression at the series’ inaugural rookie test in 2025, her promotion to a full-time seat reflects her steady progression through the ranks.
Granada herself said: “I am very eager to start the 2026 F1 ACADEMY season with SEPHORA. It is a great privilege to partner with them, and being part of their first global sponsorship is an honour. Beauty and sport might seem like different worlds, but both celebrate confidence and expression. Support like this is incredibly important for female drivers, and it’s empowering to have a brand that truly believes in our ambitions. I’m really looking forward to what we can achieve together this year.”
The 2026 Season Opens in Shanghai
The 2026 F1 ACADEMY™ season gets underway this week in Shanghai, running as a support series to the Formula 1 Heineken Chinese Grand Prix.
Deborah Yeh, Global Chief Marketing Officer at SEPHORA, shared: “We are thrilled to become the Official Beauty Retail Partner of F1 ACADEMY, supporting their commitment to women’s empowerment worldwide. This collaboration will give 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. We look forward to celebrating the synergy between sports and beauty and continuing to champion our shared values throughout the various races.”
Emily Prazer, Chief Commercial Officer of Formula 1, also expressed her enthusiasm, noting that SEPHORA would elevate the Paddock Club guest experience to an entirely new level.
A new energy is entering the world of motorsport — one that arrives from the world of beauty. The collaboration between F1 ACADEMY™ and SEPHORA may well mark a defining step toward what the future of sport can look like.
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