Category
Fashion
Crown Care
Trend cluster
Category
Beauty Grand
Prix
Beauty brands are entering motorsport as Formula 1.
8.3
Trend score
Trend
What is the Beauty Grand Prix trend?
Beauty Grand Prix: 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 consumer insight behind the Beauty Grand Prix trend
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.
Trend themes
Themes within the Beauty Grand Prix trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Beauty Grand Prix trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
What space feels “not for your brand” today, but might not in two years?
Trend signals
Trend signals for Beauty Grand Prix
Trend score 8.3 out of 10, from popularity 80%, activity 77%, freshness 92%.
Popularity80%
Activity77%
Freshness92%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Beauty Grand Prix trend
4 featured examples from Apr 18, 2024 to Aug 31, 2026CategoryAutos
Inclusivity-Forward Skincare Partnerships
ELEMIS x Aston Martin Aramco Team Up for Formula One
This partnership opens avenues for beauty brands to weave their offerings into the fabrics of sports and entertainment, creating unique selling propositions.
CategoryMarketing
Beauty Brand-Backed Race Cars
e.l.f. Cosmetics is the Newest Sponsor of the Indianapolis 500
Cosmetics industry can explore new marketing channels and brand visibility through motorsports sponsorships.
CategoryAutos
All-Female Racing Partnerships
Wella Professionals Becomes an Official Partner of the F1 Academy
The introduction of all-female racing partnerships is invigorating the motorsport industry by promoting diversity and expanding audience demographics.
CategoryMarketing
Performance Skincare Pop-Ups
Elemis Hosts Selfridges Formula 1 Pop-Up
Premium skincare players are using experiential activations to transform product trials into branded narratives centered on innovation, precision, and high-performance living.
