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By partnering with Aston Martin as Formula 1\u2019s first beauty sponsor, ELEMIS is helping steer the sport into a more modern, inclusive era.<\/p>\n
LAT Images<\/p>\n
For more than 30 years, ELEMIS has been known for pioneering British skincare rooted in science, spa heritage, and wellbeing. But this year, the brand stepped far outside the treatment room and directly into one of the world\u2019s most high-octane environments: Formula 1. Through a groundbreaking partnership with the Aston Martin Aramco Formula One Team, ELEMIS has become the first beauty brand ever to sponsor an F1 team, a milestone that reflects not only the sport\u2019s evolution but also the growing momentum of women in motorsport.<\/p>\n
This first-of-its-kind collaboration was built on a convergence of aligned values and the sweeping cultural shift that has transformed Formula 1 in recent years. A sport once defined strictly by engineering, pit strategy, and a largely male fanbase has, thanks to social media and the meteoric rise of Netflix\u2019s Drive to Survive, become a global entertainment phenomenon. By peeling back the curtain and turning drivers and team principals into household names, the series has sparked an unprecedented surge of interest from audiences who had never engaged with motorsport before–including women. Today, more than 40 percent of F1\u2019s global audience is female, a demographic shift that hasn\u2019t just expanded who watches the sport, but how the sport engages with the world.<\/p>\n
For ELEMIS, this was not simply a cultural moment to observe but an opportunity to participate in. As the fanbase has grown more lifestyle-driven, wellness-oriented, and inclusive, the brand recognized a chance to enter Formula 1 in a way that felt authentic rather than decorative. ELEMIS Global Brand President Amy Mansell explains that the partnership arose from an understanding that Formula 1 had become a platform \u201cto connect with a broader, more diverse audience, with a particular focus on championing women in and around the sport.\u201d Aston Martin emerged as the natural partner, she says, because both organizations share values around performance, innovation, and challenging the status quo.<\/p>\n
The sport\u2019s pivot towards a more holistic, emotionally resonant narrative created a clear point of entry for ELEMIS, whose expertise in restoration and wellbeing complements that evolution. Mansell explains that the partnership reflects ELEMIS\u2019s focus on innovation, self-care, and high performance and parallels the sport\u2019s own blend of precision engineering and human endurance. \u201cOur formulations are born from science and technology but grounded in a holistic approach to wellbeing,\u201d she says. \u201cThrough this collaboration, we\u2019re showcasing that self-care is not a luxury, but integral to performing at your best, both on and off the track.\u201d<\/p>\n
The ELEMIS partnership includes race-weekend activations, including a “pit-stop” treatment station inside Aston Martin’s hospitality suite.<\/p>\n
LAT Images<\/p>\n
The brand\u2019s race-weekend activations reflect that ethos, offering spa-inspired \u201cpit-stop\u201d treatments and hospitality programming built around restoration and ritual. But ELEMIS\u2019s goals extend beyond experiential marketing: the brand is actively contributing to the sport\u2019s cultural transformation. \u201cThe rapid growth of Formula 1\u2019s female audience has been one of the most exciting shifts in sport,\u201d Mansell says. \u201cIt reflects a broader move towards inclusivity and diversity, values that align deeply with who we are as a brand.\u201d She sees ELEMIS\u2019s presence as helping to broaden the definition of beauty in sport, showing that skincare, confidence, and wellbeing belong alongside strength, focus, and endurance.<\/p>\n
This evolution also resonates deeply with Jessica Hawkins–Aston Martin\u2019s Driver Ambassador, Head of F1 Academy for the team, and ELEMIS\u2019s first brand ambassador–who has witnessed these changes from inside the paddock. \u201cI\u2019ve been involved in motorsport for 22 years now, and if you had told me when I first started that ELEMIS would be a brand partner of F1, I never would have believed you,\u201d she says. \u201cThe female interest just wasn\u2019t there at the time, but seeing how far we\u2019ve come and seeing more women accepted within motorsport is so amazing.\u201d After loving racing for so long, she shares that it\u2019s nice to finally be able to share it with more women.<\/p>\n
Hawkins\u2019s career has spanned eras of racing, with very different levels of representation. \u201cWhen I first started, I could maybe list on one hand the really influential women in motorsport, and now, there are so many that I don\u2019t even actually know all of them,\u201d she says. While the driver acknowledges the progress, though, she also emphasizes that there\u2019s still more work to be done. \u201cWe\u2019re not where we need to be yet, in my opinion, and I do think that\u2019s why we need to keep doing what we\u2019re doing.\u201d<\/p>\n
But that\u2019s exactly where Mansell believes ELEMIS can carve out a meaningful role in today\u2019s racing landscape. She believes the partnership should \u201ccelebrate women\u2019s presence, perspective, and power across the sport,\u201d and help make Formula 1 a place where women–as fans, engineers, athletes, and decision makers–feel represented. For her, beauty entering F1 isn\u2019t a novelty; it\u2019s a signal that the sport is expanding to welcome the full breadth of its audience. \u201cBy bringing skincare and self-care into Formula 1, we\u2019re broadening the definition of beauty in this arena, showing that it can exist alongside strength, focus, and resilience,\u201d she says. \u201cCaring for yourself is the ultimate expression of performance.\u201d<\/p>\n
For Hawkins, that idea isn\u2019t just theoretical but something she experiences intimately every day as a driver. While racing may look glamorous from the outside, the constant travel, extreme climates, long days, and relentless pressure make it difficult to maintain any sense of routine, especially when it comes to personal care. \u201cThere\u2019s so much travel involved in my work and in my race calendar that it\u2019s easy to sometimes forget about self-care, but I do believe that if you feel good, you perform well,\u201d she says. <\/p>\n
Hawkins believes it\u2019s important for fans to see that duality reflected in the sport. \u201cI\u2019m just a normal girl who happens to love skincare and motorsport, and if I can enjoy both, other people can too,\u201d she explains, noting that wellness belongs in racing just as much as engineering does. That alignment made partnering with ELEMIS feel natural. \u201cI\u2019m a massive fan of the brand, I love what they stand for, and we have so many similarities in what we believe in,\u201d she says. \u201cAnd it\u2019s actually only since working with ELEMIS that I have a proper skincare routine, which is crazy, but my skin is very thankful, and I think it\u2019s allowed me to perform that much better as well.\u201d<\/p>\n
ELEMIS’s entry into F1 proves the sport is becoming a place where beauty, wellness, and ambition can exist side by side.<\/p>\n
LAT Images<\/p>\n
ELEMIS is also contributing to the Formula 1\u2019s future off the track. As the first B Corp-certified beauty brand on the track, it brings a sustainability perspective to a sport moving towards ambitious environmental goals. \u201cBy working across industries, we\u2019re accelerating progress in product performance, sustainable design, and responsible business practices,\u201d Mansell explains. She sees the partnership as a way to facilitate shared innovation and strengthen Aston Martin\u2019s existing sustainability commitments. \u201cTogether, we\u2019re pushing boundaries, learning from one another, and driving meaningful impact across both industries.\u201d<\/p>\n
Mansell hopes the partnership will encourage other women-focused brands to enter traditionally male-dominated arenas with similar purpose. \u201cWe want to set a precedent that these spaces can be engaged with authenticity and impact,\u201d she says. \u201cBy championing diversity, celebrating female fans and athletes, and supporting inclusive initiatives, this partnership shows that wellbeing and elite sport can coexist seamlessly.\u201d<\/p>\n
Hawkins has felt that impact personally, sharing that the collaboration with ELEMIS has elevated the work she\u2019s doing for women in motorsport. “Honestly, I just want to look back on my career and know that I helped the next generation of women and girls so they don\u2019t have to cross the bridges that I\u2019ve had to cross,\u201d she says. \u201cIf it weren\u2019t for companies like ELEMIS and Aston Martin that give me the tools to showcase my passion, I wouldn\u2019t be able to have any kind of impact.\u201d<\/p>\n
Ultimately, ELEMIS\u2019s move into Formula 1 speaks to something larger: a sport that is expanding, modernizing, and making room for a broader spectrum of stories and identities. The brand didn\u2019t join Formula 1 simply because it could; it joined because the sport has evolved into a place where beauty, wellness, and ambition can coexist. And as F1 continues to grow towards a more inclusive future, it\u2019s clear that the grid has more room than ever for brands ready to help shape what comes next.<\/p>\n","protected":false},"excerpt":{"rendered":"By partnering with Aston Martin as Formula 1\u2019s first beauty sponsor, ELEMIS is helping steer the sport into…\n","protected":false},"author":2,"featured_media":311345,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[2495,64,63,176385,817,70316,176386,176388,176390,813,816,176389,85,176387],"class_list":["post-311344","post","type-post","status-publish","format-standard","has-post-thumbnail","category-formula-1","tag-aston-martin","tag-au","tag-australia","tag-elemis","tag-f1","tag-f1-academy","tag-f1-beauty-brand","tag-f1-women","tag-female-f1","tag-formula-1","tag-formula1","tag-jessica-hawkins","tag-sports","tag-women-in-racing"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/311344","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=311344"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/311344\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/311345"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=311344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=311344"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=311344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}