In 2025, ELEMIS became one of the first skincare brands in Formula One history, launching a boundary-breaking partnership with the Aston Martin Aramco Formula One Team. But we weren’t there just to make history we were there to make change.
F1 has long been dominated by male narratives, with little space for wellbeing and inclusivity. We saw a unique opportunity to meet and grow a new generation of female fans showing up in spaces females are often overlooked.
This value-driven partnership is the first of its kind and a pioneering move in the arena of Formula One.
Our partnership with Aston Martin Aramco Formula One Team spans across the incredible F1 Academy, a global gateway initiative driving increased female participation and talent in motorsport through a grassroot focus. The initiative is dedicated to breaking down the barriers to entry for women in motorsport, making the sport more accessible and inclusive.
In less than 12 months, we’ve:
- Delivered trackside wellness activations at major Grand Prix events.
- Launched global content and campaigns championing women and underrepresented voices in motorsport.
- Created viral social moments that redefined what performance looks like.
- Sparked positive social sentiment across all campaign touchpoints.
The result? A surge in brand heat, cultural relevance, and authentic engagement especially among women entering the sport for the first time.
We didn’t just join the grid; we shifted the culture. This isn’t sponsorship. It’s performance with purpose.
