JESSICA HAWKINS Scores Elemis Ambassador Deal As Beauty Brands Target F1

May 1, 2025

by Amanda May // from www.cosmeticsbusiness.com

• JESSICA HAWKINS landed a major brand ambassador deal with luxury skincare brand Elemis, building on her role as Aston Martin Aramco’s F1 Team Driver Ambassador and Head of F1 Academy. The partnership positions her to promote diversity and inclusivity while celebrating F1’s rapidly growing female audience.
• The timing couldn’t be better – Nielsen data shows 41% of F1 fans are women, with females aged 16-24 representing the sport’s fastest-growing demographic. Beauty brands are finally waking up to what we’ve known all along: women drive serious engagement and spending power in motorsport.
• Beyond the ambassador role, Elemis will support HAWKINS’ racing campaign in GT World Challenge Europe where she’ll compete in an Aston Martin Vantage GT3 with Comtoyou Racing. The deal reflects a broader trend of luxury beauty brands like L’Oréal and Givenchy recognizing F1’s commercial potential.

aston martin, brand partnerships, fanatec gt world challenge europe sprint cup, formula 1