Elemis Partners with Aston Martin Aramco Formula One Team to Bring Luxury Wellness to F1

When two industry leaders from completely different worlds join forces, they create something truly transformative. In an exciting new collaboration, British luxury skincare brand Elemis has partnered with the Aston Martin Aramco Formula One Team, marking the team’s first official skincare partnership. This multi-year agreement introduces an innovative fusion of beauty, wellness, and high-performance sports, reshaping the Formula One experience.

A Step Toward Inclusivity in Formula One

Traditionally, Formula One has been associated with speed, precision, and engineering excellence. However, this partnership reflects a broader shift towards inclusivity and lifestyle-focused experiences. According to a recent Nielsen study, 41% of F1’s global fan base is now female, with the sport’s fastest-growing audience segment consisting of individuals aged 16-24. Recognizing this demographic change, Aston Martin Aramco is expanding its engagement strategies to include wellness and self-care, making F1 more accessible and appealing to a diverse audience.

Séan Harrington, Co-founder and CEO of Elemis, expressed his excitement about the collaboration. “This partnership isn’t just about placing our brand in Formula One—it’s about enhancing the experience and delivering true value. We are introducing a new element to motorsports that focuses on empowerment, self-care, and lifestyle,” said Harrington.

Luxury Meets Performance in Formula One

Elemis will develop a special collection of limited-edition products in honor of this partnership, bringing high-end skincare directly to F1 fans. More than just a branding effort, this collaboration will also provide racegoers with exclusive trackside experiences—including premium skincare treatments amidst the fast-paced energy of a Formula One event.

One of the standout initiatives is the introduction of “Pit Stop” wellness treatments, designed to rejuvenate and revitalize guests during key races. These activations showcase how beauty and sports can blend seamlessly, offering a holistic and engaging experience for attendees.

An Exclusive Luxury Spa at the Monaco Grand Prix

One of the most highly anticipated features of this partnership is the unveiling of a luxury Elemis spa at the Monaco Grand Prix in May 2025. Set aboard the exclusive Aston Martin Aramco yacht, this unique wellness experience will allow race attendees to enjoy premium skincare treatments while immersed in one of the most prestigious events on the F1 calendar.

Jeff Slack, Managing Director of Commercial for Aston Martin Aramco F1 Team, emphasized that this collaboration is about more than just commercial success. “It’s about building meaningful connections with our fans. We want to bring them premium experiences that they haven’t seen before in Formula One,” noted Slack.

Commitment to Sustainability and Ethical Beauty

Beyond luxury and innovation, both Elemis and Aston Martin Aramco share a commitment to sustainability. Elemis is the first B Corp-certified beauty brand to collaborate with an F1 team, highlighting its commitment to ethical sourcing, sustainable packaging, and environmentally responsible business practices. This partnership not only enhances the fan experience but also reinforces the importance of sustainability in the high-performance world of Formula One.

A New Era of Formula One Experiences

This collaboration goes beyond traditional sponsorships, signaling a major evolution in Formula One’s engagement with its fans. With Aston Martin Aramco and Elemis leading the way, motorsports enthusiasts can now enjoy unparalleled access to luxury wellness experiences that enhance their connection to the sport.

As Formula One continues to grow and attract new audiences, partnerships like this demonstrate that racing is no longer just about speed—it’s about the lifestyle that surrounds it. Whether you are a long-time motorsports fan or a newcomer to the sport, this groundbreaking initiative proves that F1 is entering a new era where performance, wellness, and inclusivity go hand in hand.