Sephora has partnered with F1 Academy, the female-focused championship of Formula One racing.
As official partner and official beauty retail partner of the series, Sephora will expand its brand experience to global audiences via immersive glam bars and fan activations at selected races.
F1 Academy’s luxury hospitality area, Paddock Club, will host glam bars at 18 Grand Prix races across the 2026 season.
The partnership 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”, said Sephora in a statement.
“We are thrilled to become the official beauty retail partner of F1 academy, supporting their commitment to women’s empowerment worldwide,” said Deborah Yeh, Global Chief Marketing Officer at Sephora.
“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.”
Sephora will support new F1 Academy driver Natalia Granada in her first season in the series, where she will compete in a Prema car featuring livery with the retailer’s signature black-and-white stripes.
The LVMH-owned beauty retailer will also sponsor a new end-of-year drivers’ celebration that will spotlight progress and performance across the season.
Susie Wolff, Managing Director of F1 Academy, added: “Sephora is an iconic global brand with a passionate community across markets worldwide, championing individuality and confidence.
“This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
Sephora is not the only beauty business to be involved in F1 Academy.
Puig-owned Charlotte Tilbury partnered with the series in 2024 to boost women in motorsport.
Hair care and styling brand Wella teamed up with F1 Academy as an official partner of the all-female racing series last year, supporting driver Joanne Ciconte.
Meanwhile, Sephora’s parent company LVMH is two years into a 10-year partnership with the main Formula 1 championship.