What do moisturizers and race cars have in common aside from petrolatum? The UK luxury skincare brand Elemis has the answer.
According to Amy Mansell, Global Partnerships Director at Elemis, both rely on cutting-edge technology, meticulous innovation, and a rich understanding of performance. In July, Elemis entered a multi-year partnership with Aston Martin and the Aston Martin Aramco Formula One team, marking its status as the first official skincare sponsor for the prestigious British carmaker. The collaboration will involve co-branded events designed to combine the excitement of motorsports with the soothing essence of self-care, through pop-up spas, exclusive product collections, and a skin analysis experience on a yacht in the scenic Mediterranean during the Monaco Grand Prix.
Formula 1 has long signified luxury, with high-profile brands like Rolex and Louis Vuitton prominently featured. Beauty brands are eager to join this elite environment. Recently, the cosmetics brand Charlotte Tilbury became the first beauty label to partner with the F1 Academy, an initiative launched in 2023 to train an all-female league of drivers. Tilbury collaborated with Susie Wolff, managing director of the F1 Academy, and announced that Jessica Hawkins, the driver leading the Academy, is now an ambassador for Elemis.
Charlotte Tilbury’s venture seems to have spurred others, with Wella Professionals and L’Oreal Paris also stepping onto the track this year. Wella secured a multi-year deal with F1 Academy and presented a vibrant red branded racing car, while L’Oreal’s Elvive hair range welcomed Carlos Sainz as a global ambassador. Meanwhile, Anastasia Beverly Hills partnered with Red Bull’s F1 Academy team, unveiling their collaboration at the 2025 Dutch Grand Prix this August.
Even though female drivers remain scarce in F1, the opportunity to attract consumer interest is at a peak. Beauty brands are rushing to form partnerships in F1, driven by a growing fanbase that has seen a significant increase in female viewers this season. These collaborations not only cater to a diversifying audience but also provide beauty firms with a chance to promote empowerment among women involved in motorsports, paving the way for other female-oriented industries to engage as sponsors and partners.
The F1 audience represents a new challenge for the beauty sector. Many promotional strategies that work in women-centered leagues like the WNBA are unlikely to translate to F1’s male-dominated environment. This forces beauty brands to think inventively about how to present themselves authentically and meaningfully to fans.
In recent years, following Liberty Media’s acquisition of F1, female viewership has seen a notable rise. This shift, spearheaded by a more visible social media presence and popular series like Netflix’s Drive to Survive, has brought female interest in F1 to about 40%. According to the 2025 Global F1 survey, a significant portion of Gen-Z female fans engage with F1 content daily. Luxury brands are tapping into this demographic, witnessing the potential for meaningful connections.
