F1 Academy and Sephora Launch Partnership Ahead of 2026 Season

The partnership aims to use sport and beauty to empower women and promote confidence.

Mar. 13, 2026 at 4:00pm

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F1 Academy, the new all-female single-seater racing series, has announced an official partnership with global beauty retailer Sephora. The agreement will see Sephora become the official partner and official beauty retail partner of F1 Academy, bringing its brand experience to new global audiences through immersive glam bars and fan activations at select races.

Why it matters

This partnership reflects the shared ambition of both F1 Academy and Sephora to support female talent on the world stage and encourage young women to pursue their ambitions and express their individuality with confidence. It also highlights the growing synergy between sports and beauty, as brands look to empower women and challenge outdated stereotypes.

The details

Through the partnership, Sephora will have a presence in the Paddock Club at 18 Grands Prix across the 2026 season, where it will operate glam bars and fan activations. The beauty retailer is also sponsoring a new end-of-year drivers' celebration that will spotlight progress and performance throughout the season. Spanish driver Natalia Granada, who joins the 2026 F1 Academy grid for her rookie season, 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.

  • The 2026 F1 Academy season begins this week in Shanghai, supporting the F1 Heineken Chinese Grand Prix.
  • The new end-of-year drivers' celebration will be a first for the series and will take place at the end of the 2026 season.

The players

F1 Academy

The new all-female single-seater racing series that aims to support female talent on the world stage.

Sephora

A global beauty retailer with a presence in 35 global markets and 80 million active members.

Natalia Granada

A Spanish driver who joins the 2026 F1 Academy grid for her rookie season, competing in the 'Sephora operated by PREMA' car.

Susie Wolff

The managing director of F1 Academy.

Deborah Yeh

The global chief marketing officer of Sephora.

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What they’re saying

“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 This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”

— Susie Wolff, Managing Director, F1 Academy (licenseglobal.com)

“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, T.X., bringing our unique brand experience to fans while supporting the dreams of these athletes.”

— Deborah Yeh, Global Chief Marketing Officer, Sephora (licenseglobal.com)

“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.”

— Natalia Granada, Driver, Sephora (licenseglobal.com)

What’s next

The 2026 F1 Academy season begins this week in Shanghai, supporting the F1 Heineken Chinese Grand Prix.

The takeaway

This partnership between F1 Academy and Sephora showcases the growing synergy between sports and beauty, as brands work to empower women, challenge outdated stereotypes, and provide support and opportunities for female athletes to pursue their dreams in motorsports.