Full Breakdown
F1 Academy and Sephora Forge Partnership for 2026 Season
3/12/2026, 11:18:37 PM
Partnership Overview
F1 Academy, the all-women racing league established by Formula 1, has announced a significant partnership with Sephora, a leading global beauty retailer. This collaboration, effective for the 2026 season, designates Sephora as the Official Beauty Retail Partner of F1 Academy. The partnership aims to elevate female talent in motorsport and inspire young women to pursue their ambitions confidently.
Key Features of the Partnership
The agreement includes several initiatives designed to enhance the F1 Academy experience. Sephora will introduce immersive glam bars and fan activations at select races, reaching audiences across 35 global markets and engaging its 80 million active members. Additionally, Sephora will sponsor a new end-of-year drivers’ celebration, which will highlight achievements throughout the season. The partnership also extends to the F1 Paddock Club, where Sephora's glam bars will be available at 18 Grands Prix during the 2026 season.
Spotlight on Natalia Granada
A focal point of this partnership is Spanish driver Natalia Granada, who will compete in her rookie season with the “Sephora operated by Prema” car, featuring a design inspired by Sephora's signature black-and-white stripes. Granada's promotion to a full-time seat follows her impressive performance during the inaugural F1 Academy Rookie Test in 2025. She expressed enthusiasm about the partnership, stating, “Support like this is incredibly important for female drivers, and it’s empowering to have a brand that truly believes in our ambitions.”
Official Statements
Susie Wolff, Managing Director of F1 Academy, emphasized the significance of the partnership, stating, “Joining forces with [Sephora] is incredibly powerful. This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.” Emily Prazer, Chief Commercial Officer of Formula 1, noted that Sephora authentically connects with a diverse audience and enhances guest engagement through their collaboration.
Deborah Yeh, Global Chief Marketing Officer of Sephora, highlighted the brand's commitment to women's empowerment, stating, “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.”
Criticism & Opposition
While the partnership has been largely welcomed, some critics may question the effectiveness of commercial partnerships in genuinely promoting women's empowerment in sports. However, the focus remains on the positive impact such collaborations can have on visibility and support for female athletes.
What's Next
The 2026 F1 Academy season is set to commence on March 13, 2026, in Shanghai, marking a new chapter for both the racing league and its partnership with Sephora. The collaboration aims to redefine the intersection of beauty and motorsport, fostering a community that champions individuality and confidence among female drivers.
