Formula One is no longer just a petrolhead’s paradise—it’s a cultural juggernaut. With the seventh season of Drive to Survive dropping just four days ago and the 2025 season firing up this week in Melbourne, all eyes (and streaming accounts) are locked onto the grid. Last year alone, the Netflix series clocked over 21.8 million viewing hours in its opening weekend. So it’s no wonder lifestyle brands are sprinting onto the scene.
Case in point: ELEMIS, the luxury skincare brand beloved by jet-setters and beauty buffs alike, has just become the Official Skincare Partner of Aston Martin Aramco Formula One™—a first for both the track and the treatment room. And no, this isn’t just about a logo slapped on the side of a race car.
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“This value-driven partnership is the first of its kind and a pioneering effort in Formula One,” says ELEMIS Co-Founder & CEO, Séan Harrington. “It demonstrates how two leaders and innovators in our respective fields can work together to shift perception, empower others, and create an unrivalled lifestyle experience.”
Translation? F1 is getting a glow-up—and we are here for it.
The numbers speak volumes. ELEMIS’s Instagram announcement caused a 2,400% surge in engagement and sparked a 30,000-strong conversation among fans. Clearly, motorsport lovers are more skincare-curious than we thought.
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And the tech focus? It’s all about high-performance—just on your face, not your engine. In true F1 style, ELEMIS will be offering a ‘pit-stop’ treatment menu at the Aston Martin Aramco Paddock Club Suite, designed to deliver luxury skincare with race-day efficiency. Because who says you can’t get a facial while watching a tyre change?
This isn’t just clever brand placement. It’s a signal that self-care has entered the fast lane—and it’s not slowing down. In a world where cultural relevance moves at the speed of WiFi, ELEMIS and Aston Martin are proving that innovation, wellness, and horsepower can all coexist beautifully.
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What’s more, this partnership reflects a broader shift in how tech-forward beauty brands are thinking beyond the bathroom shelf. Just as Aston Martin relies on cutting-edge engineering for peak performance, ELEMIS brings its own science-backed formulas to the fore—powered by biotech and active botanicals. It’s skincare with precision engineering, and in this context, the synergy actually makes sense. This isn’t just about aesthetics; it’s about optimising performance, whether that’s shaving milliseconds off a lap time or minimising the effects of jet lag and pollution on the skin.
So whether you’re team serum or team speed, this collab is a podium-worthy power move.
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