Aston Martin Aramco’s latest move isn’t about aerodynamics or tire compounds—it’s about skincare. In a bold, unexpected, and undeniably luxurious partnership, the British Formula One team has teamed up with ELEMIS, a heavyweight in the premium beauty world, to become their first-ever Official Skincare Partner. Because, let’s be honest, even race car drivers need to glow under those podium lights.
Racing Meets Radiance: The Ultimate Glow-Up
This isn’t just about adding another sponsor logo to a race suit. This is about expanding the very definition of high performance. ELEMIS, known for its science-backed, clinically tested, and sustainability-conscious skincare, is stepping onto the track—literally. The brand will be offering exclusive skincare edits, limited-edition collections, and even ‘pit stop’ treatments for VIP guests at the Aston Martin Aramco Paddock Club Suite. And if that wasn’t indulgent enough, Monaco Grand Prix attendees will get to experience the first-ever trackside luxury spa… on a yacht. Because, of course.
Why This Matters: The New Face of Formula 1
F1 has been on a transformative journey, with a surge in younger, more diverse fans. According to Nielsen, 41% of the fanbase is now female, with the fastest-growing segment being women aged 16-24. This demographic shift isn’t just an interesting statistic—it’s changing how brands engage with motorsport. Once a space dominated by fuel, rubber, and testosterone-fueled rivalries, Formula 1 is now embracing lifestyle, wellness, and, yes, skincare.
With Aston Martin Aramco’s Make a Mark initiative focused on inclusivity, partnering with a brand that already has a strong female consumer base makes perfect sense. This isn’t just about selling face cream; it’s about reshaping what luxury and performance look like in motorsport.
Competitors, Take Notes
This move places Aston Martin Aramco ahead of the curve—literally. While other teams scramble for partnerships with traditional automotive and tech giants, Aston Martin Aramco is tapping into an industry that thrives on innovation, science, and prestige. It also presents a challenge for competitors: Will we start seeing Ferrari announcing a partnership with a luxury fragrance brand? Will Red Bull Racing introduce a premium energy-boosting skincare line? The floodgates have opened, and the possibilities are as limitless as a wind tunnel test.
photo : @Elemis
For the Clients: Fast Laps, Flawless Skin
For ELEMIS devotees, this partnership isn’t just a marketing gimmick—it’s a chance to experience their favorite brand in an entirely new setting. The upcoming limited-edition products could be collector’s items, blending high-performance skincare with the thrill of motorsport. And for Aston Martin Aramco fans, this offers a different kind of access to the brand: one that’s not just about cars but about a lifestyle.
Final Lap: A Win-Win for Luxury and Performance
At first glance, a high-octane sport and a skincare powerhouse may seem like an odd pairing, but in 2025, the boundaries between industries are blurring faster than a DRS overtake. Aston Martin Aramco and ELEMIS are proving that Formula 1 isn’t just about speed—it’s about style, sophistication, and self-care. In an era where luxury is all about experience, this partnership just set a new pole position.
Your move, rest of the grid.
