# Beauty Grand Prix Beauty brands are entering motorsport as Formula 1. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Aug 31, 2026, updated Sep 21, 2026 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/beauty-grand-prix ## Key Figures - Trend score: 8.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 18, 2024 to Aug 31, 2026 - Published: Aug 31, 2026 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Beauty Grand Prix trend ### 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. ### 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. ### Performance-Led Experiential Retail Pop-ups and paddock activations are reframing beauty products as lifestyle tools connected to speed, precision, and high-performance aspiration. ## What the Beauty Grand Prix trend means for industry ### For 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 for Beauty Grand Prix Trend score 8.3 out of 10, from popularity 80%, activity 77%, freshness 92%. - Popularity: 80% - Activity: 77% - Freshness: 92% ## Examples of the Beauty Grand Prix trend 4 featured examples from Apr 18, 2024 to Aug 31, 2026. - [Inclusivity-Forward Skincare Partnerships](https://www.trendhunter.com/trends/elemis-x-aston-martin): ELEMIS x Aston Martin Aramco Team Up for Formula One (Category: Autos) Implication: This partnership opens avenues for beauty brands to weave their offerings into the fabrics of sports and entertainment, creating unique selling propositions. - [Beauty Brand-Backed Race Cars](https://www.trendhunter.com/trends/indianapolis-500): e.l.f. Cosmetics is the Newest Sponsor of the Indianapolis 500 (Category: Marketing) Implication: Cosmetics industry can explore new marketing channels and brand visibility through motorsports sponsorships. - [All-Female Racing Partnerships](https://www.trendhunter.com/trends/allfemale-racing): Wella Professionals Becomes an Official Partner of the F1 Academy (Category: Autos) Implication: The introduction of all-female racing partnerships is invigorating the motorsport industry by promoting diversity and expanding audience demographics. - [Performance Skincare Pop-Ups](https://www.trendhunter.com/trends/formula-pop-up): Elemis Hosts Selfridges Formula 1 Pop-Up (Category: Marketing) Implication: Premium skincare players are using experiential activations to transform product trials into branded narratives centered on innovation, precision, and high-performance living. ## Recent trend clusters - [Crown Care](https://www.trendhunter.com/protrends/scalp-care-routine) (Fashion) - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) ## Trending in Fashion - [Fantasy-Inspired Intimates Series](https://www.trendhunter.com/trends/knix-x-acotor) - [Football Throwback Sneakers](https://www.trendhunter.com/trends/football-throwback-sneakers) - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)