06.03.25
News
For 74 years, Formula One has captivated audiences worldwide, pushing the limits of speed, innovation, and performance. The sport now generates over $500 million annually in sponsorship revenue [1], attracting an ever-growing, diverse global fanbase.
Fast forward to 2025, and a seismic shift is underway. Women now make up 41% of F1’s audience [2], a demographic expansion fuelled by increased representation, strategic brand partnerships, and cultural shifts in motorsport. And one industry is tapping into this momentum, finding the winning formula to unite its female community with the world of F1: Beauty.
In February 2025, iconic global skincare brand ELEMIS took the lead, partnering with Aston Martin Aramco Formula One™ to become the British-born team’s first-ever Official Skincare Partner. This groundbreaking partnership is a bold declaration of both brands’ commitment to innovation, empowerment, and high-performance excellence—both on and off the track.
On the partnership, ELEMIS Co-Founder & CEO, Séan Harrington, shares:
“This value-driven partnership is the first of its kind and a pioneering effort in Formula One. It demonstrates how two leaders and innovators in our respective fields can work together to shift perception, empower others, and create an unrivalled lifestyle experience”
Driving Innovation: Where Skincare Meets Motorsport
The beauty industry’s investment in Formula One transcends traditional sponsorships. Together, ELEMIS and Aston Martin Aramco F1™ are amplifying the power of performance, fusing cutting-edge skincare technology with the high-octane world of motorsport. From the bathroom shelf to the racetrack, both brands share a commitment to breaking boundaries and redefining excellence.
With female talent taking centre stage in F1, the timing has never been more relevant. Jessica Hawkins, Aston Martin Aramco Formula One™ Driver Ambassador and Head of F1 Academy, emphasises:
“Formula 1 represents the pinnacle of performance, which resonates with ELEMIS’ own commitment to create class-leading and cutting-edge skincare. Promoting inclusivity and ensuring that motorsport is a place where everyone is welcome is important to me, so it’s incredible that ELEMIS have a similar focus, both within their partnership and their strategy more broadly.”
An Immersive, High-Performance Experience
Throughout the first year of the partnership, ELEMIS will introduce exclusive, limited-edition product collections, inspired by speed, precision, and endurance—qualities shared by both skincare and motorsport. Fans will also be able to experience ELEMIS trackside at the Aston Martin Aramco Paddock Club Suite, where exclusive ‘pit stop’ treatments will offer a luxurious, high-performance skincare experience, designed to refresh and rejuvenate guests during race weekends.
The Future of Beauty & F1: A Cultural Shift in Motion
In a time when cultural relevance is more critical than ever, ELEMIS has masterfully aligned its expertise in high-performance skincare with a category-redefining partnership that immerses its community in a new cultural frontier. As Formula One continues to expand its global reach and inclusivity, this collaboration signifies a new era of beauty in motorsport, proving that speed, strength, and self-care belong in the same fast lane.
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For more information about the partnership email elemis@b-theagency.com
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