Formula 1’s global rise is fuelled by a ever-growing roster of high-profile sponsorships, but one lucrative sector remains largely untouched: the beauty industry.
With a growing female fanbase and more than 300,000 fans attending race weekends across the globe – often in hot, high-UV conditions – the opportunity for a luxury skincare partnership in Formula 1 is an opportunity hiding in plane sight.
A Personal Lesson in Sun Safety at the Spanish Grand Prix
In Barcelona this year, I learned the hard way how unprepared Formula 1 can be when it comes to sun protection for fans.
After failing to properly read the circuit’s ban on aerosols, my only source of sunscreen was confiscated at the gate. It was Saturday, the forecast was pushing 30°C, and the UV index was set to hit 9.
Hoping to find somewhere to replace my sunscreen, I explored the fan areas surrounding the track to see if I could purchase any. But while there was an abundance of food, beverages, and merch on offer, not a single one stocked sunscreen. Under the relentless midday sun, I was forced to take refuge beneath my umbrella, missing much of the atmosphere I’d come to experience.
Later in the season, I repeated my “sunscreen search” at the Hungarian Grand Prix. My investigation yielded the same result: sunscreen simply wasn’t an option.
The Case for Skincare in Formula 1 Sponsorship
Formula 1 thrives on luxury affiliations. Louis Vuitton for fashion, Rolex for prestige, Moët & Chandon for celebration. Yet, in a sport where fans spend hours in uncovered stands, skincare and beauty sponsorships are conspicuously absent.
The global beauty market is projected to surpass $650 billion in 2025, and with women now representing 40% of Formula 1’s audience (Motorsport Network), the commercial potential is glaringly obvious.
Motorsport and the Beauty Industry: a Growing Opportunity
It’s clear that the days when racing tracks were dominated by machismo and masculinity are over. Beauty brands are already beginning to test the waters across the motorsport world.
Formula 1’s shifting demographics make it a prime space for beauty brands. In recent years, companies like Charlotte Tilbury and E.L.F Cosmetics have started to make their way into motorsport with F1 Academy and NASCAR/Indycar sponsorships respectively. Now, Aston Martin F1 is joining this growing trend with its recent collaborations with Glaize and Elemis at the British Grand Prix this year.
Formula 1 isn’t just a sport; it’s a curated lifestyle of glamour, travel, and exclusivity. With six-figure entry costs for fledgling athletes, Formula 1 is the perfect picture of hyper-exclusivity and aspirational lifestyles. There’s no reason why beauty sponsorships can’t fit into this image.
The Gap in the Current F1 Fan Experience
A typical Grand Prix offers the same familiar setup: food vendors, merch stalls, bars, and branded experiences. But as my experience demonstrates, there’s a distinct gap in the current offerings at tracks across the globe.
With the majority of Grand Prix held during the spring and summer months, there is a high risk of extreme sun exposure. Many grandstands are uncovered and general admission areas are usually free from trees and natural shade.
At a time when wellness and skincare are mainstream lifestyle priorities, the lack of sun safety initiatives at F1 events is not just a gap, it’s a glaring oversight.
Lessons from the US Open: Skincare in Sport
Other sports have already begun to embrace the potential of beauty partnerships. For the past three years, La Roche-Posay has been the Official Sunscreen Partner of the US Open, hosting high-profile events, distributing samples, and offering free dermatologist consultations onsite.
There’s no reason Formula 1 couldn’t adopt similar sun safety initiatives – tailored to the spectacle and international scale – at Grand Prix weekends worldwide.
How a Luxury Skincare Partnership Could Work
A beauty brand activation in Formula 1 could include:
- Pop-up sunscreen stations throughout Grand Prix events
- Free mini samples in fan zones
- Shaded seating with branded parasols and cabanas
- A skin health awareness campaign with the slogan “Pole Position Protection” or “Full Throttle, Full Coverage”
- Beauty touch-ups and skincare treatments in the paddock or hospitality areas to provide a luxury “Hydration Pit Stop” experience for VIPs
Logistically, these activations require minimal space, can be transported between venues, and would enhance the race-day experience for fans of all demographics.
Why Beauty Brands Should Invest in Formula 1 Sponsorship
The beauty industry has already begun to take its place across the sporting world. Successful collaborations between the two sectors have been happening with increasing frequency in recent years across higher-profile platforms.
Glossier’s partnership with Team USA women’s basketball during the Olympics and Paralympics and K18’s appointment of 11-time olympic medalist Simone Biles as ambassador are both examples of this. The campaigns have been equally successful in boosting brand visibility and consumer engagement.
Formula 1’s advantages are unmatched:
- Global reach across diverse markets
- Affluent and highly engaged audiences
- A growing, youthful, and increasingly female fan base
And the content potential is endless.
- Behind-the-scenes, post-race skincare routines from drivers
- Helmet hair rescue tutorials
- Race weekend beauty survival guides from influencers
Benefits for Formula 1: attracting a diverse fan base through beauty partnerships
Despite the growth in female viewership, much of the fan experience still skews male, from merch design to sponsor targeting. Partnering with a prominent beauty brand like Clinique or Estée Lauder would not only elevate the female fan experience but also send a strong message about inclusivity.
Importantly, sun safety is universal. A skincare-focused activation would resonate with all fans, avoiding the risk of alienating traditional audiences.
The Finish Line
Formula 1 has always been a stage for innovation – on the track and in its brand partnerships. By integrating the beauty industry, the sport could close a major gap in the fan experience, tap into a multi-billion-dollar market, and set a new standard for lifestyle-driven sponsorship.
The opportunity is there, the demand is clear, and the timing is perfect. The only question left is: which brand will take pole position?
Thinking Formula 
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