F1 Academy announced Friday that skincare and makeup brand Charlotte Tilbury has become an official partner of the all-female single-seater racing series for 2024.
Charlotte Tilbury becomes the first female-founded beauty brand to partner with the series and the F1 Academy deal marks its first-ever global sports partnership.
The deal will see Charlotte Tilbury promote the exploits of F1 Academy and its drivers whilst also showcasing opportunities for women in motorsport.
“At F1 ACADEMY we want young women and girls to feel confident to chase their dreams, no matter the odds,” said series Managing Director Susie Wolff.
“We are on a mission to transform access to our sport, celebrate trailblazing female pioneers in our industry, and inspire a new generation of young women to pursue a career in motorsport.
“It’s a huge privilege to be partnering with Charlotte Tilbury, a brand whose values align so closely to our own. I want to thank Charlotte for believing in our mission and enabling us to reach a new audience of young women to showcase the opportunities available to them in our sport. Our message to them is simple: dare to dream.”
Charlotte Tilbury, President, Chairman, CCO, and Founder of Charlotte Tilbury added: “Empowering everyone, everywhere to unlock the magic of confidence has always been my passion and purpose – a value shared by Susie Wolff and F1 ACADEMY.
“My brand was created for everyone, everywhere, and as a female-founder I’m thrilled that we’re the first ever beauty brand to support these powerhouse drivers through our partnership with the F1 ACADEMY. We are standing proudly behind the incredible young women making waves in the fast-paced world of Formula 1.
“Motorsport has a huge female following, and the drivers of F1 ACADEMY are already increasing representation and diversity in the sport. With this partnership, we will use our global platform to elevate this new generation of fearless young female drivers and open up the traditionally male-dominated world of motorsport to even more talented young women.
“This partnership celebrates the strength, determination, and the undeniable power of female excellence. It’s all about the winning and “Dare to Dream it” mindset! I always say you can makeup your destiny – which is why we made it the empowering mantra of this partnership – it’s even emblazoned on our F1 ACADEMY race car! Get ready to race towards your dreams, darlings, and makeup your destiny!”
In addition to being a global partner of F1 Academy, Charlotte Tilbury will be backing French driver Lola Lovinfosse for her second season in the series.
The 18-year-old will race in overalls designed by the Charlotte Tilbury brand in its night crimson and rose gold colours, sporting the company’s “Make Up Your Destiny” motto.
Racing for Rodin Motorsport in the 2024 season, Lovinfosse’s car will sport a Charlotte Tilbury livery.
“I’m super happy and proud to be joining Charlotte Tilbury operated by Rodin Motorsport Team,” said Lovinfosse.
“I’m really looking forward for the season to start, we have worked a lot with the team. I’m ready to fight!”
The Charlotte Tilbury/F1 Academy partnership reflects the importance of championing female inclusion in motorsport.
Female motorsport initiative More Than Equal found via its ‘Inside Track’ research last year that after engaging with approximately 13,000 respondents, the female fan base in motorsport, particularly for Formula 1 (a direct supporter of the F1 Academy series) is growing and 40% of female fans “have become supporters within the last five years.”
Over half of female motorsport fans who engaged with the research “said they’d be more likely to buy products from sponsors who backed women.”
‘Inside Track’ also found out that one of the barriers preventing female participation in motorsport was a lack of sponsorship, a challenge that faces up-and-coming drivers of all genders “but too few investors and sponsors are willing to take a chance on female drivers early in their careers, preventing their progress at crucial periods.”
F1 Academy’s announcement on Friday signifies a further step to change the realities for female participation in motorsport.
