F1 ACADEMY has announced a partnership with SEPHORA, which sees the leading global beauty retailer become an Official Partner and the Official Beauty Retail Partner of the all-female series.
The landmark agreement reflects the shared ambition of both organisations to elevate and support female talent on the world stage and encourage young women to pursue their ambitions and express their individuality with confidence.
With a presence in 35 global markets, and 80 million active members, SEPHORA will bring its iconic brand experience to new global audiences in collaboration with F1 ACADEMY, through immersive glam bars and fan activations at select races.
This deal also includes a partnership with F1 Paddock Club, the luxury hospitality suite, and will see SEPHORA’s iconic Glam Bars available to Paddock Club guests at 18 Grands Prix across the 2026 season, further elevating the event experience.
SEPHORA is also proudly sponsoring a new end-of-year drivers’ celebration spotlighting progress and performance across the season. This event will be a first for the series and highlights SEPHORA’s focus on winning together and celebration.
As part of this landmark global partnership, SEPHORA will also aim to inspire a global community of beauty consumers and the next generation of female drivers through its support of Spanish driver Natalia Granada, who joins the 2026 F1 ACADEMY grid for her rookie season.
Granada will compete in the ‘SEPHORA operated by PREMA’ car, featuring a livery inspired by the brand’s signature black-and-white stripes and bold red accents.
Granada completes the fulltime driver lineup for the 2026 F1 ACADEMY season, which begins this week in Shanghai as F1 ACADEMY once again supports the Formula 1 Chinese Grand Prix. Having impressed during the inaugural F1 ACADEMY rookie test in 2025, her promotion to a full-time seat marks a step forward in her development and highlights the strength of the pathway into F1 ACADEMY for emerging talent.
Susie Wolff, Managing Director of F1 ACADEMY, 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 This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
Natalia Granada, driver for SEPHORA, said: “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.”
Emily Prazer, Chief Commercial Officer, Formula 1 added: “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.”
Deborah Yeh, Global Chief Marketing Officer, SEPHORA, said: “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.”
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