F1 Academy and Sephora partnership to promote women. The F1 ACADEMY™ and Sephora have entered into an official partnership aimed at promoting female talent in motorsport and empowering individuality and self-confidence. As the official beauty retail partner, Sephora brings its global brand presence and innovative experiential worlds to the racing series. The collaboration includes, among other things, exclusive fan activations, hospitality events and support for young driver Natalia Granada.
Shared goals: promoting women and visibility in motorsport
The partnership between F1 ACADEMY™ and Sephora aims to make female talent more visible on the international stage and to encourage young women to confidently forge their own path. Both organisations are combining their expertise to challenge and redefine stereotypical gender roles in motorsport. This is intended not only to strengthen the racing series but also to have a broader social impact.
F1 Academy Sephora Partnership for the Advancement of Women – Global Presence and Fan Experiences
Sephora, with a presence in 35 markets and over 80 million active members, brings its brand experience to the F1 ACADEMY™ through so-called Glam Bars and fan activations at selected races. Particularly noteworthy is the collaboration with the F1 Paddock Club, Formula 1’s exclusive hospitality suite. There, Sephora’s Glam Bars will be available to guests at 18 Grands Prix during the 2026 season to enrich the event experience and strengthen the connection between sport and beauty.
Support for young driver Natalia Granada
A key component of the partnership is the sponsorship of Spanish driver Natalia Granada, who will be competing in her rookie season in the F1 ACADEMY™ in 2026. Granada will drive the “Sephora operated by PREMA” car, whose design is inspired by Sephora’s brand aesthetic. Her progression to a full-time seat reflects the racing series’ talent development pathway and demonstrates the practical implementation of the partnership.
Start of the 2026 season and reach of the racing series
The F1 ACADEMY™ kicked off its 2026 season on 13 May in Shanghai as part of the FORMULA 1 HEINEKEN CHINESE GRAND PRIX. The racing series comprises 14 races across seven race weekends, all taking place within the context of the FIA Formula One World Championship™. With broadcasts on more than 35 channels in over 160 countries, as well as live streams on YouTube and F1TV, the series reaches a global audience and offers female racing drivers a wide platform.
Promoting individuality and self-confidence in motorsport
Susie Wolff, Managing Director of the F1 ACADEMY™, emphasises the importance of the partnership in promoting individuality and self-confidence in motorsport. Emily Prazer, Chief Commercial Officer of Formula 1, highlights Sephora’s authentic approach to diverse target groups and sees the integration of the Glam Bars in the Paddock Club as adding value to the hospitality experience. Deborah Yeh, Global Chief Marketing Officer at Sephora, emphasises the importance of the collaboration in empowering women worldwide and connecting sport and beauty.
About the F1 ACADEMY™ and Sephora
The F1 ACADEMY™ was founded in 2023 and is an all-female racing series initiated by Formula 1® to specifically promote female talent in motorsport. Sephora is a leading global retailer of prestige beauty products, with more than 3,400 stores across 35 markets and a wide-ranging portfolio of around 500 brands. Both organisations are committed to innovation, inclusion and the promotion of individual self-expression.
[Text:epcnews/Photo: Sephora]
