F1 Academy adds Sephora as global partner for the 2026 season

The beauty retailer becomes Official Partner of the series and will back the Spanish rookie in her debut season.

F1 ACADEMY™ continues expanding its global footprint with the arrival of SEPHORA as Official Partner and Official Beauty Retail Partner of the championship starting in the 2026 season, in an agreement that blends commercial activation, fan engagement and direct support for emerging talent on the grid.

The partnership represents a strategic step within the ecosystem of the category created by Formula 1® to accelerate the development of female talent in motorsport, reflecting a shared ambition between both organizations: to elevate women in sport and encourage confidence and individuality on the global stage.

Operating across 35 markets with more than 80 million active members worldwide, Sephora will bring part of its brand identity into the paddock through immersive fan activations and dedicated glam bars at selected race events, designed to connect new audiences with the Formula 1 environment.

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The agreement also extends into the F1 Paddock Club (Formula 1’s premium hospitality suite), where guests will have access to Sephora Glam Bars at 18 Grands Prix throughout the 2026 season, integrating the brand’s experience into one of the most exclusive spaces of the race weekend.

Sephora will additionally sponsor a new end-of-season drivers’ celebration, a first for the series, aimed at highlighting progress and performance across the championship while reinforcing the idea of collective success within the category.

On the sporting side, the partnership also includes direct backing for Spanish driver Natalia Granada, who joins the 2026 F1 Academy grid for her rookie season. She will compete in the “SEPHORA operated by PREMA” car, featuring a livery inspired by the brand’s visual identity with signature black-and-white stripes and bold red accents.

Granada’s arrival completes the full-time driver lineup for the 2026 F1 Academy season, which begins this week in Shanghai alongside the FORMULA 1 HEINEKEN CHINESE GRAND PRIX. Her promotion to a full-time seat follows a strong impression during the series’ inaugural rookie test in 2025, marking a key step in the championship’s development pathway for emerging talent.

Susie Wolff, Managing Director of F1 Academy, emphasized the symbolic impact of the collaboration.

“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.”

From Formula 1’s commercial side, Chief Commercial Officer Emily Prazer highlighted the experience the brand will bring to the championship environment.

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“We are delighted to add SEPHORA as a Partner for both F1 Academy and the F1 Paddock Club. They are a brand that authentically speaks to diverse audiences, challenges perceptions and unites people around the world. By integrating their glam bars into the Paddock Club, we will elevate the hospitality experience and continue setting new standards for guest engagement.”

Deborah Yeh, Sephora’s Global Chief Marketing Officer, said the collaboration will open new connections between beauty and sport audiences.

“We are thrilled to become the Official Beauty Retail Partner of F1 Academy and support their commitment to women’s empowerment worldwide. This collaboration will allow us to engage with audiences from Shanghai to Austin, bringing our unique brand experience to fans while supporting the dreams of these athletes.”

For Natalia Granada, the opportunity marks a defining moment as she prepares to begin her journey in the series.

“I am very eager to start the 2026 F1 Academy season with SEPHORA. It is a great privilege to partner with them and to be part of their first global sponsorship. Beauty and sport might seem like different worlds, but both celebrate confidence and expression. Support like this is incredibly important for female drivers.”

Founded in 2023 by Formula 1, F1 ACADEMY™ is an all-female single-seater racing series designed to identify and accelerate the development of future female racing talent, both on and off track. Entering its third season, the championship features 14 races across seven rounds, all held alongside the FIA Formula One World Championship™, reaching audiences in more than 160 territories through over 35 broadcasters, as well as global live coverage on F1TV and the series’ official YouTube channel.