F1 Academy has confirmed a global partnership with Sephora ahead of the 2026 season, bringing one of the world’s largest beauty retailers into motorsport for its first global racing sponsorship. The F1 Academy Sephora partnership also places the brand on the grid with Spanish rookie Natalia Granada, who will compete in a “Sephora operated by PREMA” entry as the season begins this week in Shanghai alongside the Formula 1 Chinese Grand Prix. Alongside the on-track presence, the partnership includes fan activations and hospitality integration across the wider Formula 1 calendar, signalling a commercial step forward for the championship as it enters its third season.
The F1 Academy Sephora Partnership Explained
Sephora operates across 35 global markets and counts around 80 million active members, making this its first global motorsport sponsorship. The agreement will see the brand activate at races during the 2026 season through fan experiences and a new end-of-year drivers’ celebration recognising progress and performance across the championship.
A key element of the partnership also extends into Formula 1’s hospitality ecosystem. Sephora’s Glam Bars will operate inside the Formula 1 Paddock Club at 18 Grands Prix during the 2026 season, giving the brand a presence across the wider F1 calendar rather than only the F1 Academy rounds.
Susie Wolff, Managing Director of F1 Academy, said the partnership reflects the series’ broader ambition to expand the sport’s reach and challenge traditional perceptions around motorsport participation.
“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 Together we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
The Formula 1 Hospitality Element
The integration into the Paddock Club environment is one of the most significant aspects of the deal. Glam Bars operating inside the hospitality suites across 18 races places Sephora inside one of Formula 1’s premium commercial spaces, exposing the brand directly to the Grand Prix audience attending those events.
That effectively expands the partnership beyond the F1 Academy paddock and into the wider Formula 1 ecosystem.
Emily Prazer, Chief Commercial Officer of Formula 1, said the collaboration would enhance the experience offered to guests inside the sport’s hospitality programme.
“We are delighted to add Sephora as a Partner for both F1 Academy and F1 Paddock Club. They are a brand that authentically speaks to a diverse audience and challenges perceptions. By integrating their glam bars into the Paddock Club we will enhance the hospitality experience and continue to set new standards for guest engagement.”
Natalia Granada Joins the Grid
On track, the partnership centres around Spanish driver Natalia Granada, who joins the 2026 F1 Academy grid for her rookie season. Granada impressed during the inaugural F1 Academy rookie test in 2025 and now steps into a full-time seat with PREMA as the championship begins in Shanghai.
Her entry completes the full-time driver lineup for the 2026 season and provides the partnership with a clear on-track presence as the brand makes its first move into global motorsport sponsorship.
Launched in 2023, F1 Academy was created to accelerate the development pathway for female drivers in motorsport. The series now runs 14 races across seven rounds alongside Formula 1 weekends and is broadcast in more than 160 territories worldwide.
Coffee Corner Take
The messaging around this partnership will understandably focus on empowerment and brand alignment, but the more interesting angle is commercial. Sephora operates across dozens of markets with a vast global customer base, and this deal represents its first global motorsport sponsorship.
The fact the agreement also activates inside the Formula 1 Paddock Club across 18 races suggests the relationship extends beyond a traditional junior series partnership. In practical terms, it shows how F1 Academy is beginning to function as a commercial gateway into the wider Formula 1 ecosystem. Three seasons into the project, attracting a brand of this scale suggests the championship is starting to deliver the audience and visibility partners are looking for.
Explore More F1 Academy Coverage
Catch every round, result, and rising star in the all-female series.
Full reports, standings, and season analysis, all in one place.
If this helped, you can support this work by buying me a coffee.