Ahead of the 2026 F1 Academy season opener in Shanghai, the championship has announced an official partnership with leading global beauty retailer Sephora, including the backing of an entry on the grid with Natalia Granada behind the wheel.
The partnership comes as both organisations aim to support female talents on the global stage, encouraging them to chase their ambitions and not be afraid to show their individuality. In addition to an entry in F1 Academy, the deal also includes a collaboration with Formula 1’s Paddock Club, giving guests access to the brand’s iconic Glam Bars at 18 Grands Prix during the 2026 season.
Furthermore, the iconic beauty retailer will sponsor a new end-of-year drivers’ celebration to recognise and celebrate the successes of the season’s drivers — a first-of-its-kind event for the series. More importantly, Sephora will support 18 year-old Spanish driver Natalia Granada, who completed the 2026 F1 Academy grid by joining PREMA Racing. Granada secures her seat after impressing during last year’s rookie test at the Circuito de Navarra.
Joining forces with a global brand
In an official press release, Managing Director of F1 Academy Susie Wolff highlighted the significance of this partnership: “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 This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport.”
Alongside Wolff, Chief Commericial Officer of Formula 1, Emily Prazer added: “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, challenges perceptions and unites people all around the world. By integrating their glam bars into the Paddock Club, we will enhance the overall hospitality experience and continue to set new standards for guest engagement.”
Significance of the partnership for both organisations
Global Chief Marketing Officer of Sephora, Deborah Yeh added: “We are thrilled to become the Official Beauty Retail Partner of F1 ACADEMY, supporting their commitment to women’s empowerment worldwide. 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.”
As the first on-track session approaches tomorrow, Granada shared her excitement for the season ahead, saying: “I am very eager to start the 2026 F1 ACADEMY season with SEPHORA. It is a great privilege to partner with them, and being part of their first global sponsorship is an honour. Beauty and sport might seem like different worlds, but both celebrate confidence and expression. Support like this is incredibly important for female drivers, and it’s empowering to have a brand that truly believes in our ambitions. I’m really looking forward to what we can achieve together this year.”
