Sephora has become Formula 1’s official beauty partner for 2026.
In her debut season, Spanish driver Natalia Granada, will compete with the “SEPHORA operating by PREMA” single-seater racecar.
The global cosmetics chain announced its partnership with the women’s motorsport category, supporting the talent of women in a sport that, for decades, was dominated by men, oil and gasoline.
It’s a powerful brand activation strategy. It’s goal: To bring Formula 1’s more than 80 million members to connect with Sephora on the elite stage, reaching new audiences.
How did Sephora achieve this?
- It sponsored the distinct design for Natalia Granada’s racecar.
- It installed spaces in the Paddock Club – Formula 1’s VIP area – so that attendees at Formula 1’s 18 races can apply their makeup.
- It launched an annual event to reward female drivers, with the goal of highlighting their processes, talent and leadership within motorsport.
Finally, more than a simple partnership, it demonstrates that the brand is reading a cultural moment. Brands no longer compete for visibility, but rather, for relevance. Sephora did not force its entry: It identified an area of high symbolic value, and built a coherent presence within that community, thereby, targeting new audiences without interrupting.
Tomilli
