Formula 1 (F1) driver Carlos Sainz has been appointed as L'Oréal Paris’ newest brand ambassador.
The Spanish racer, who is contracted to compete for the Williams F1 team in 2025, will front the brand’s Elvive hair care line.
“Cruising through the streets of Paris, our smoothest ambassador is here,” L'Oréal Paris wrote in an Instagram post.
“Engine on, style locked in. [Carlos Sainz] is one of the most established talents on the grid just arrived within the L'Oréal Paris Family, we are thrilled for what’s to come.”
Sainz joins the roster of L’Oréal Paris ambassadors including model Kendall Jenner.
The sister of Kylie Jenner and Kim Kardashian signed a £11m deal to join Helen Mirren, Viola Davis and Amber Heard as a face for the brand in 2023.
In 2024, the French brand appointed Nigerian actress Temi Otedola as its first African Digital Ambassador.
Otedola, who is also a fashion and beauty blogger, fronted a campaign featuring L’Oréal Paris’ Infallible Makeup Range and worked with the business on its women-focused initiatives.
She called the role a “real dream come true” and recalled playing with her mother’s L’Oréal Paris lipsticks and mascaras as a child.
It also follows the beauty industry doubling down on F1 partnerships in 2025.
Elemis became the first-ever skin care partner of the Aston Martin Aramco Formula 1 team in February 2025, sealing a multi-year deal that aims to “promote inclusivity” in F1.
The British skin care brand will offer an array of exclusive services at the international racing sport and will also release a limited-edition Elemis F1 product collection.
Givenchy Parfums, meanwhile, unveiled Formula 1 driver Pierre Gasly as an ambassador for its Gentleman Givenchy line of men’s fragrances in February.
Gasly became the youngest Frenchman to take a Formula 1 podium at the 2019 Brazilian Grand Prix and won his first victory in Monza, during the Italian Grand Prix in 2020.
LVMH, Givenchy’s parent company, also penned a deal to be the Global Partner of F1 in October 2024.
The deal will officially launch later in 2025 “at a time of incredible ongoing popularity, cultural relevance and overall excitement for Formula 1”, according to LVMH.
(Photo Credit: L'Oréal Paris Instagram)