Formula 1 Academy has secured a major new partnership with global beauty retailer SEPHORA, which will serve as the series' Official Beauty Retail Partner while supporting Spanish driver Natalia Granada's rookie campaign in 2026.
The landmark agreement brings together two organizations committed to empowering women on the global stage. Granada will pilot the 'SEPHORA operated by PREMA' car, featuring a distinctive livery inspired by the brand's signature black-and-white stripes with bold red accents.
"SEPHORA is an iconic global brand with a passionate community across markets worldwide, championing individuality and confidence," said Susie Wolff, Managing Director of F1 Academy. "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 This partnership goes far beyond beauty; together, we are challenging outdated stereotypes and redefining who and what belongs in motorsport."
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The collaboration extends beyond trackside sponsorship, with SEPHORA bringing its signature glam bar experience to F1 Paddock Club guests at 18 Grand Prix events throughout the 2026 season. The beauty giant, which boasts 80 million active members across 35 global markets, will also host immersive fan activations at select races.
Granada's selection completes the full-time driver lineup for the 2026 F1 Academy season, which begins this week in Shanghai. Her promotion follows an impressive performance during the inaugural F1 Academy rookie test in 2025, demonstrating the strength of the pathway into the all-female series.
"I am very eager to start the 2026 F1 Academy season with SEPHORA," said Natalia Granada, driver for 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."
The Spanish driver emphasized the significance of such corporate backing for female motorsport competitors. "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," Granada added.
Formula 1's commercial leadership has welcomed the partnership as a natural fit for the sport's evolving audience. "We are delighted to add SEPHORA as a Partner for both F1 Academy and F1 Paddock Club," said Emily Prazer, Chief Commercial Officer, Formula 1. "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."
SEPHORA's investment includes sponsoring a new end-of-season drivers' celebration, marking another first for the series and highlighting the brand's commitment to recognizing achievement in women's motorsport.
"We are thrilled to become the Official Beauty Retail Partner of F1 Academy, supporting their commitment to women's empowerment worldwide," said Deborah Yeh, Global Chief Marketing Officer, SEPHORA. "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."
The partnership represents a significant milestone for F1 Academy as it continues to attract major global brands to support women's motorsport development. With Granada completing the 2026 grid and SEPHORA's comprehensive activation package, the series is positioned for its most ambitious season yet as it kicks off at the Chinese Grand Prix this week.