Beauty brands are all heading to Formula One (F1) as the sport attracts more female fans. In the latest sponsorship news, beauty brand Sol de Janeiro is expanding its presence in women’s sport through a new collaboration centred on former F1 Academy driver Aurelia Nobels.
Beauty brands have seen a major opportunity to sponsor women’s motorsports, especially as F1 has seen a major boost in women fans.
F1 CEO Stefano Domenicali said 40% of global F1 fans were women.
As Formula One Group’s female-only, Formula 4–level single-seater racing championship, F1 Academy has garnered several sponsorships in recent years.
Charlotte Tilbury became the first female-founded beauty brand to launch a global sports sponsorship with F1 Academy. Sephora partnered as the official beauty retail partner for F1 Academy, featuring trackside beauty stops with makeup applications and activations.
Wella Professionals let its hair down and was named an official partner of F1 Academy, providing paddock touch-up services, launching the “Make It You” campaign, and backing grid driver Joanne Ciconte.
F1 getting in on the action
And it’s not just the women getting the beauty treatment.
Givenchy partnered with French driver Pierre Gasly as the ambassador for its Gentleman Society men’s fragrance line; Ralph Lauren Fragrances, meanwhile, tapped McLaren’s first world champion since Sir Lewis Hamilton, Lando Norris, for its Polo Red and Racing Edition fragrance campaigns.
And Spanish driver Carlos Sainz is a global ambassador for L’Oréal Paris and L’Oréal Men Expert’s lines like Elvive, Hydra Energetic, and Barber Club.
Even the team synonymous with the sport (and Sainz’s former team), Ferrari, marked its first-ever skincare partnership with SkinCeuticals.
Fragrance and F1 Academy
Sol de Janeiro is getting ready for the action on track, teaming up with Brazilian racing star Aurelia Nobels.
The brand — known for its fragrances — supports women’s football (or soccer) in the US, backing National Women’s Soccer League (NWSL) team Washington Spirit, alongside ambassador relationships with US women’s national team players Trinity Rodman and Tara Rudd.
“Aurelia is a force of nature. Fearless, fiercely ambitious, and unapologetically herself, she embodies everything we celebrate at Sol de Janeiro,” said Jordan Saxemard, chief executive officer of Sol de Janeiro.
“Whether she’s pushing boundaries on the track or expressing her individuality beyond it, she brings an extraordinary energy and passion to everything she does.
“This collaboration celebrates that fearless spirit, bringing together the thrill of motorsport, the vibrancy of Brazil, and the transformative power of fragrance in a way that feels unmistakably Sol de Janeiro.”
Philbert Girinema 13 Oct 2026 Fierce on track
Nobels began her racing career at age 10 in Brazil alongside her brother, before making her single-seater debut in the 2022 Brazilian F4 Championship as the first woman on the grid.
That same year, she won the FIA Girls on Track – Rising Stars programme in the senior category.
She later competed in F1 Academy with Art Grand Prix as part of the Ferrari Driver Academy in 2024 and 2025, where she scored her first podium in Las Vegas.
Most recently, Nobels competed in the 2026 GB3 Championship in Britain, continuing to pursue her ultimate racing ambitions and inspire the next generation of women to follow their own paths.
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