As part of the partnership, Sephora will bring its iconic Glam Bars to 18 Grands Prix during the 2026 season through the F1 Paddock Club, offering fans immersive brand experiences and enhanced hospitality. The deal also introduces a new end-of-year drivers’ celebration highlighting season-long progress and performance.

Spanish rookie Natalia Granada completes the 2026 F1 ACADEMY grid, racing in the ‘SEPHORA operated by PREMA’ car, featuring a bold livery inspired by Sephora’s signature black-and-white stripes and red accents. Granada said, “Beauty and sport might seem different, but both celebrate confidence and expression. Support like this is empowering for female drivers.”

Susie Wolff, Managing Director of F1 ACADEMY™, added, “This partnership goes far beyond beauty; together, we are challenging stereotypes and redefining who belongs in motorsport.”

Deborah Yeh, Sephora’s Global CMO, said, “We’re excited to engage fans from Shanghai to Austin while supporting the dreams of these athletes and celebrating the synergy between sports and beauty.”

Emily Prazer, Chief Commercial Officer of Formula 1, noted, “Sephora’s Glam Bars in the Paddock Club elevate the hospitality experience and set new standards for fan engagement.”

Beauty Industry by the Numbers

The global beauty and personal care market was valued at around USD 646 billion in 2024 and is projected to reach over USD 820 billion by 2032, reflecting steady growth as consumers increasingly spend on self-care, makeup, and skincare. The U.S. alone generated more than $100 billion in beauty sales in 2023, while the global cosmetics segment reached USD 262 billion in the same year. Premium and prestige beauty channels grew to an estimated $120 billion worldwide in 2023.

Sephora itself remains a major industry force with more than €12.5 billion in net sales in 2023 and a broad global retail footprint spanning over 2,700 stores in 35 countries. Online and e-commerce continues to surge, with beauty e-commerce sales exceeding $200 billion globally — roughly 40% of total beauty revenue.

A Personal Perspective

As a woman working in motorsport and a lifestyle expert, this partnership resonates on both a cultural and economic level. In a multi-billion-dollar industry where beauty, confidence, and self-expression drive consumer choice, seeing brands like Sephora champion female talent in motorsport underscores an exciting shift — one that proves you can excel on the track and define your own style off it.

Confidence in every lap, power in every choice.

By Barbara Cardilli

Motorsport & Lifestyle Expert | Chief Editor

#Development

Racing in Style: Sephora Champions Women in Motorsport

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