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The intersection of beauty and motorsport has arrived. Sephora, the leading global beauty retailer with a presence in 35 markets and 80 million active members, has announced a transformative partnership with F1 Academy, becoming the series' Official Partner and Official Beauty Retail Partner. This landmark agreement signals a strategic pivot within Formula 1's commercial ecosystem, as premium consumer brands increasingly recognize the cultural significance and demographic appeal of the all-female development series.
The partnership extends beyond traditional sponsorship mechanics. Sephora will activate immersive Glam Bars and fan experiences at select F1 Academy races, bringing its iconic brand experience directly to trackside. More significantly, the beauty retailer will integrate premium hospitality offerings into the F1 Paddock Club experience at 18 Grands Prix throughout the 2026 season, fundamentally elevating the luxury entertainment proposition.
Spanish driver Natalia Granada completes the 2026 F1 Academy full-time driver lineup, competing in the 'SEPHORA operated by PREMA' car—a machine featuring a livery inspired by Sephora's signature black-and-white stripes and bold red accents. Granada's promotion to a full-time seat follows an impressive showing during the inaugural F1 Academy Rookie Test in 2025, positioning her as a genuine talent within the pathway to Formula 1.
Granada's role transcends performance metrics. As the primary ambassador for Sephora's motorsport debut, she embodies the partnership's core philosophy: inspiring the next generation of female drivers while challenging outdated stereotypes about who belongs in motorsport.
Sephora's commitment extends to a pioneering initiative: the brand is sponsoring a new end-of-year drivers' celebration, a series first that spotlights progress and performance across the 2026 campaign. This distinction reflects a broader philosophy centered on collective achievement rather than individual accolades alone.
Susie Wolff, Managing Director of F1 Academy, captured the partnership's significance concisely: "This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport".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, emphasized the hospitality dimension: "By integrating their glam bars into the Paddock Club, we will enhance the overall hospitality experience and continue to set new standards for guest engagement".
The 2026 F1 Academy season launches this week in Shanghai at the Formula 1 Chinese Grand Prix, setting the stage for what promises to be a transformative campaign. With Sephora's global influence and Granada's developmental trajectory, F1 Academy has positioned itself as the premier competitive and cultural platform for emerging female motorsport talent.
He’s a software engineer with a deep passion for Formula 1 and motorsport. He co-founded Formula Live Pulse to make live telemetry and race insights accessible, visual, and easy to follow.
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