Key takeaways
- Beauty brands are increasingly forming partnerships with major sports teams and events, particularly within motorsport.
- Baylis & Harding, Charlotte Tilbury and Elemis are among the latest brands investing in F1 Academy and Formula One collaborations.
- These partnerships often focus on supporting women in sport, engaging new fan demographics and aligning with values of empowerment and inclusivity.
- The trend extends beyond motorsport, with brands like Maybelline, Sephora and e.l.f. forming sport‑focused sponsorships in other categories.
- More beauty brands are increasingly forming cross‑industry partnerships, particularly with sports teams and events.
Baylis & Harding will be an official partner of the Audi Revolut F1 Team supporting F1 Academy for the 2026 season, as it continues to expand its presence through high‑profile sporting collaborations that also promote women.
The British bath care brand said this is a “landmark investment for the brand” that will align with one of motorsport’s most progressive initiatives, supporting the Audi team competing in the fast‑growing all‑female F1 Academy championship. Its branding will feature on the team’s race car and drivers’ apparel throughout the season.
The F1 Academy launched in 2023 with former racing driver Susie Wolff as the face of the initiative and the backing of the Formula One World Championship. It was created to support and develop young female drivers aged 16 to 25 to help them progress to higher levels of motorsport.
The series hosts seven race weekends across global locations. Each race weekend features a qualifying session and two races, with all events broadcast live on major Formula One broadcasters including Sky, Viaplay and ORF, as well as on F1TV and the F1 Academy YouTube channel.
Co‑owner of Baylis & Harding Tania Slater said the brand is passionate about championing confidence, ambition and opportunity, which are values reflected in the mission of F1 Academy.
“Supporting talented young women as they progress through the ranks of international motorsport is both inspiring and aligned with our commitment to empowerment and innovation,” she said, adding that she was excited to reach a global audience.
Charlotte Tilbury and Elemis deepen beauty’s ties to Formula One
In February 2024, Puig’s makeup brand Charlotte Tilbury became the first‑ever beauty brand to sponsor the F1 Academy, a project to help female drivers progress in motorsport.
It worked with MD of the Academy, female racing driver Susie Wolff, and created a Hot Lips car emblazoned with its mantra – Makeup Your Destiny – which was driven by French driver Lola Lovinfosse.
“Our shared purpose to empower everyone, everywhere to be their most confident will now be brought to life through shining a light on the F1 Academy’s™ 15 fearless female drivers.” it said.
Meanwhile in February 2025, British skincare brand Elemis, which is owned by the L’Occitane Group, became the official partner of the Aston Martin Aramco Formula One Team.
The luxury brand said its aim was to “promote inclusivity within the world of Formula 1, which has recently seen a shift in fan demographic.” It cited data from analytics firm Nielson, which reveals that 41% of fans are women, and that its fastest‑growing fanbase is women aged 16 to 24.
During the first year of partnership, Elemis launched limited‑edition product collections and offered guests a spa experience at the Aston Martin Aramco Paddock Club Suite. At the Monaco Grand Prix in May, the brand also activated a spa experience on board the Aston Martin Aramco luxury yacht.
Elemis co‑founder and CEO Séan Harrington called the partnership “a meaningful, collaborative milestone for Elemis”.
Harrington said the partnership “demonstrates how two leaders and innovators in our respective fields can work together to shift perception, empower others, and create an unrivalled lifestyle experience”.
Beauty–sport sponsorships expand beyond motorsport
Other notable sport-beauty partnerships included: L’Oréal Group’s Maybelline as the lead sponsor of the Women’s Lacrosse League; LVMH’s Sephora was a partner for the Olympic Games 2024 in Paris.
Mass‑market brand e.l.f. was also an early adopter of the beauty‑and‑sports partnership trend and has become synonymous with the US Super Bowl event. Its annual advertisements based around the event feature various American actresses and are a guaranteed viral smash hit on social media channels each year.
