F1 ACADEMY has announced a new partnership with Sephora, naming the brand as an official partner and the series’ official beauty retail partner.
The collaboration reflects a shared ambition between the two organisations to elevate female talent on the global stage while encouraging young women to pursue their ambitions and express their individuality with confidence.
With a presence in 35 markets worldwide, Sephora will introduce its brand experience to new audiences through immersive glam bars and fan activations at selected races during the season. The agreement also extends to the F1 Paddock Club, where Sephora’s Glam Bars will be available to guests at 18 Grands Prix throughout the 2026 campaign, enhancing the premium event experience.
In addition, Sephora will sponsor a new end-of-season drivers’ celebration recognising performance and progress across the championship. The event, which will be introduced for the first time in the series’ history, reflects the brand’s focus on shared success and celebration.
As part of the global partnership, Sephora will also support the development of emerging talent by backing Spanish driver Natalia Granada, who joins the 2026 F1 Academy grid for her rookie season. Granada will compete in the ‘Sephora operated by PREMA Racing’ car, featuring a livery inspired by the brand’s signature black-and-white stripes alongside bold red accents.
F1 ACADEMY managing director Susie Wolff said, “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 This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
Formula 1 chief commercial officer Emily Prazer shared, “We are delighted to add SEPHORA as a Partner for both F1 ACADEMY and F1 Paddock Club. They are a brand that authentically speaks to a diverse audience, challenges perceptions and unites people all around the world. 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.”
Sephora global chief marketing officer Deborah Yeh commented, “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.”
Granada added, “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.”
