Wella Professionals named the Official Partner of F1 ACADEMY, combining beauty and motorsport. The move empowers women and inspires self-expression. It also aims to drive fan engagement through a dynamic, multi-year partnership starting with the 2025 Canadian Grand Prix.
Wella Professionals joins F1 ACADEMY as an Official Partner. This marks a groundbreaking global partnership between the world’s No.1 salon colour brand and the all-female motorsport series. This multi-year collaboration holds a shared mission to inspire women to reach their full potential. It does this while celebrating individuality and creativity.
The partnership kicks off at Round 4 of the 2025 FORMULA 1 PIRELLI GRAND PRIX DU CANADA. Wella Professionals will debut on the F1 ACADEMY grid with driver Joanne Ciconte, who will race the Wella Professionals-operated MP Motorsport car. Her car and race suit will feature a bespoke livery inspired by Wella’s iconic mermaid and signature red. It aligns with the brand’s new global campaign, Make It You. The campaign is a celebration of self-expression and redefining beauty on one’s own terms.
What does the partnership bring to the season
Throughout the season, Wella Professionals will bring immersive experiences to fans at key races. It offers interactive activations and beauty touch-ups within the F1 ACADEMY Paddock Club suite, featuring brands like OPI and ghd.
With growing viewership and its Netflix documentary, F1: THE ACADEMY, the series is becoming a platform for visibility and change. It makes Wella’s entry into the world of motorsport both timely and transformative.
From the leadership desk
Susie Wolff, Managing Director of F1 ACADEMY, said:
“We are very proud to welcome Wella Professionals as an Official Partner in the beauty company’s first-ever venture into sports sponsorship. It is fantastic to see Wella Professionals, a brand driven by innovation and championing creative craft for more than 140 years, boldly back women’s sports while supporting our mission to fuel the future of women in motorsport.”
Marlene Lotter, Global Brand Senior Vice President at Wella Company, said:
“Wella Professionals has always been committed to empowering hair professionals and beauty lovers everywhere to express their best selves through beauty. We are driven by our mission to enable limitless transformations and encourage self-expression. We share this spirit of empowerment with F1 ACADEMY and look forward to partnering to unlock the potential in their rising talent – on and off the track.”