Inside the ELEMIS x Aston Martin Skincare Partnership That’s Reshaping F1 Sponsorship

The worlds of luxury skincare and high-performance motorsport have collided in an industry first move, as ELEMIS becomes the first pure-play skincare brand to secure a Formula 1 partnership. This multi-year global alliance with the Aston Martin Aramco Formula One™ Team is more than a brand sponsorship - it’s a statement of innovation, inclusivity, and strategic market expansion.

While LVMH has long played in the Formula 1 space through its fragrance segment, no luxury skincare brand has ever stepped onto the grid in such a significant way. ELEMIS is breaking new ground by positioning skincare as a vital component of the wellness routines of elite athletes, proving that high-performance self-care extends beyond the track. As Sean Harrington, ELEMIS Co-Founder, states:

“Formula 1 drivers are athletes. They’re continually optimising their fitness and recovery through wellness, so it makes sense they’re conscious of their skincare too.” - Sean Harrington

This move comes at a time when F1 is seeing a 41% female audience, making ELEMIS’ entry into the sport a strategic play. It’s a clever alignment that capitalises on an expanding demographic while reinforcing the brand’s authority in the luxury performance skincare space.

So, Why Aston Martin?

Aston Martin and ELEMIS share a deep-rooted British heritage, making the alignment feel almost inevitable. Aston Martin embodies timeless luxury, engineering excellence, and innovation - qualities mirrored in ELEMIS’ scientifically advanced formulations and spa heritage. By leveraging the global presence of Aston Martin’s F1 team, ELEMIS is not just securing brand visibility but embedding itself in a space where high-performance beauty meets high-performance sport.

From 2025 onwards, ELEMIS will activate its brand presence at every F1 race globally, beginning with its first stop in Melbourne, Australia over the weekend. The Australian Grand Prix offered a taster of what’s to come, hinting at a series of immersive experiences designed to redefine skincare in motorsport hospitality. These activations include:

• Exclusive ELEMIS experiences throughout race weekends - Guests of Aston Martin’s Paddock Club Suite enjoyed luxury ‘pitstop’ wellness treatments, including hand and arm massages from trained ELEMIS therapists.

• Supporting female talent in motorsport—ELEMIS is backing Aston Martin’s F1 Academy team, with Jessica Hawkins, the Head of F1 Academy and Driver Ambassador, championing diversity and inspiring the next generation of women in motorsport.

There are three tiers of sponsorship in global motorsport—F1 as an organisation, individual team sponsorships, and driver-brand partnerships. While brands like DHL and Pirelli fuel the logistical side of the sport and Mercedes, Ferrari, and Aston Martin align with corporate partners, individual drivers also serve as brand ambassadors.

In fact, beauty sponsorships at the driver level are beginning to take shape, with Lando Norris as the face of Ralph Lauren Fragrances, and Lewis Hamilton’s collaboration with Lululemon. But no beauty brand (especially one in the B2B space) has ever made the leap to an official team partnership - until now.

Global Brand Advocacy & Long-Term ROI

For ELEMIS, the return on investment goes beyond mere visibility on the car livery. It’s a long-term global brand advocacy play, leveraging the prestige of Aston Martin to reach a wider audience and solidify ELEMIS as a leader in luxury skincare.

Meanwhile, LVMH’s recent 10-year global partnership with Formula 1 (featuring Louis Vuitton, Moët Hennessy, and TAG Heuer) signals the potential for further luxury beauty activations. While LVMH has yet to push its beauty arm into sponsorships, ELEMIS is leading the charge, reshaping the way beauty and wellness brands approach motorsport partnerships.

This multi-year collaboration underscores a shared commitment to performance, innovation, and excellence, bringing together two iconic British brands in a venture that is as strategic as it is groundbreaking. With F1’s global stage, ELEMIS is not only redefining the intersection of beauty and sport but also setting a new precedent for luxury skincare in high-performance environments.

As the partnership evolves, one thing is clear: ELEMIS is not just sponsoring a team - it’s rewriting the playbook for beauty brands in sport as a whole.