Beauty brands are entering motorsport as Formula 1
Trend - Beauty brands are becoming increasingly embedded in Formula 1 as the sport attracts a younger and more female audience. Women now represent 42% of Formula 1’s audience and account for three-quarters of new fans, according to Formula 1, giving beauty brands a compelling new audience to engage.
Insight - The arrival of a new audience can fundamentally change the culture surrounding an established category. When consumers discover sports through celebrities, entertainment or social media, they do not necessarily adopt the traditions of existing fans. Instead, they bring their own interests, rituals and purchasing behaviors with them, creating demand for brands and experiences that would once have seemed completely unrelated.
Insight - The arrival of a new audience can fundamentally change the culture surrounding an established category. When consumers discover sports through celebrities, entertainment or social media, they do not necessarily adopt the traditions of existing fans. Instead, they bring their own interests, rituals and purchasing behaviors with them, creating demand for brands and experiences that would once have seemed completely unrelated.
Workshop Question - What space feels “not for your brand” today, but might not in two years?
Trend Themes
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Motorsport Beauty Convergence — Beauty’s move into Formula 1 signals white space for hybrid fan experiences that blend performance culture, luxury self-care, and race-week retail storytelling.
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Female Fandom Expansion — As more women enter motorsport fandom, established sports ecosystems become fertile ground for brands built around identity, empowerment, wellness, and personal expression.
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Performance-led Experiential Retail — Pop-ups and paddock activations are reframing beauty products as lifestyle tools connected to speed, precision, and high-performance aspiration.
Industry Implications
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Beauty and Personal Care — Motorsport partnerships create openings for skincare, haircare, and cosmetics brands to build credibility through performance-inspired formulas and fan-driven limited editions.
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Sports and Entertainment — The changing Formula 1 audience points to new sponsorship models where lifestyle categories shape the culture, rituals, and commercial value of sporting events.
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Luxury Retail — High-profile race moments give retailers a platform for immersive collaborations that connect affluent shoppers, beauty enthusiasts, and sports fans in one destination.
