The global growth engine of Formula 1 is shifting—and it’s increasingly powered by women. Once a male-dominated environment, the sport is rapidly transforming into a premium platform for beauty and cosmetics brands targeting Gen Z audiences.
According to recent data, women accounted for 41% of F1’s global fanbase in 2024, with the strongest growth coming from the 16–24 age segment. Notably, three out of every four new fans are female. This demographic shift has been visible at major events as well: at the Autódromo de Interlagos, female attendance rose from just 5% in 2004 to 37% in 2024.
To capitalize on this momentum, F1 launched the F1 Academy in 2023—a development series exclusively for women aged 16 to 25. Designed as a pathway into elite motorsport, the initiative not only addresses the lack of female representation but also creates a fresh commercial environment for brands seeking purpose-driven engagement.
Beauty giants have moved quickly to seize this opportunity:
- Charlotte Tilbury became the first female-founded beauty brand to sponsor a car in the F1 Academy. The company supports driver Chloe Chong, donates proceeds from key products to grassroots initiatives, and produces TikTok-native content such as “Get Ready With Me†directly from race garages.
- Sephora entered as the official beauty retail partner of the F1 Academy, focusing on immersive, on-site brand experiences. Its strategy goes beyond traditional sponsorship by bringing retail activations into the paddock and engaging directly with female fans in real time.
The appeal is twofold:
First, the F1 Academy offers a less saturated sponsorship landscape compared to the highly competitive main F1 grid. Second, it aligns strongly with ESG narratives, particularly around female empowerment in traditionally male-dominated industries.
As a result, Formula 1 is no longer just a racing spectacle—it is evolving into a lifestyle-driven ecosystem where sport, entertainment, and beauty converge.