Sephora Sponsors F1 Academy & Driver Natalia Granada for 2026 Season
The F1 Academy is forging a new partnership with global beauty retailer Sephora ahead of its season, a move that aims to blend the worlds of motorsport and beauty although championing female empowerment. The deal, announced this weekend, will see Sephora become an official partner and the official beauty retail partner of the all-female single-seater series.
Central to the partnership is the sponsorship of Spanish rookie driver Natalia Granada, who completes the F1 Academy grid. Granada will pilot a car sporting Sephora’s livery, operated by the Prema team. This collaboration marks Sephora’s first global sponsorship within the motorsport arena, signaling a commitment to expanding its brand reach and aligning with a series dedicated to increasing female representation in a traditionally male-dominated sport.
Beyond the on-track presence, the partnership will extend to fan engagement through immersive “glam bars” and activations at select races. These experiences will also be available to attendees of the F1 Paddock Club at all 18 Grands Prix throughout the season, offering a unique intersection of beauty and motorsport for a broad audience. Sephora will also sponsor a new end-of-year drivers’ celebration event, further solidifying its commitment to the F1 Academy and its drivers.
Susie Wolff, Managing Director of F1 Academy, emphasized the significance of the partnership, stating, “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 together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.” Wolff’s comments highlight the broader ambition of the collaboration – to challenge conventional norms and promote inclusivity within the sport.
Deborah Yeh, Global Chief Marketing Officer at Sephora, echoed this sentiment, saying, “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.” Yeh’s statement underscores Sephora’s strategic intent to connect with a diverse global audience and support the aspirations of female athletes.
Granada herself expressed her enthusiasm for the partnership, stating, “I am very eager to start the 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.” Granada’s perspective highlights the tangible impact of the sponsorship on the drivers themselves, providing both financial support and a platform to showcase their talents.
The F1 Academy was established to identify, develop, and prepare young female drivers for a career in motorsport. By providing a dedicated platform for female talent, the series aims to address the historical underrepresentation of women in racing and create a pathway to higher levels of competition, including Formula 1. The partnership with Sephora represents a significant step forward in achieving these goals, bringing increased visibility and financial backing to the series and its drivers.
This collaboration is part of a growing trend of brands recognizing the value of investing in women’s sports. As viewership and engagement in women’s sports continue to rise, companies are increasingly seeking opportunities to align themselves with initiatives that promote gender equality and empower female athletes. Sephora’s decision to partner with F1 Academy reflects this trend, demonstrating a commitment to supporting female talent and challenging traditional stereotypes.
The integration of “glam bars” and fan activations at races is a particularly innovative aspect of the partnership. These experiences will offer fans a unique opportunity to engage with the Sephora brand and learn more about the F1 Academy, creating a more immersive and interactive event experience. By extending the partnership to the F1 Paddock Club, Sephora will also be able to reach a high-profile audience of motorsport enthusiasts and potential customers.
The F1 Academy season is poised to be a landmark year, not only for the series itself but also for the broader representation of women in motorsport. With the addition of Natalia Granada and the support of a global brand like Sephora, the series is well-positioned to continue its mission of developing the next generation of female racing stars. The partnership signifies a shift in the landscape of motorsport, where inclusivity and empowerment are becoming increasingly important values.