Sephora brings beauty trackside with F1 deal
Sephora has signed as an official partner of F1 Academy and the series’ official beauty retail partner for the 2026 season, extending its brand into motorsport through fan experiences, hospitality and driver backing.
The global beauty retailer will activate at select race weekends with immersive Glam Bars and fan experiences designed to bring its in-store spirit to the track. It will also appear in Formula 1’s Paddock Club across 18 Grands Prix, where Sephora-branded beauty stations will become part of the hospitality offer.
Alongside the series partnership, Sephora will support Spanish rookie Natalia Granada as she joins the 2026 F1 Academy grid, giving the brand a visible role on and off the circuit.
For F1 Academy, the deal adds another major consumer name to a growing commercial roster and reflects the sport’s increasing appeal among women and younger fans.
For Sephora, it is a chance to connect beauty culture with a new global audience while backing female talent on a world stage.
Susie Wolff, Managing Director of F1 Academy, said: “This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
The move signals how lifestyle brands are finding fresh relevance in sport, especially where culture and community meet.
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