JESSICA HAWKINS Lands ELEMIS Deal as Beauty Brands Enter F1 Space

May 16, 2025

by Emily Selleck // from www.motorsport.com

• ELEMIS scores a direct hit with their newest brand ambassador JESSICA HAWKINS, Aston Martin’s Head of F1 Academy. This isn’t just another logo slap – we’re talking about a luxury skincare brand making their first motorsport move by backing one of the sport’s most influential women. Hawkins called it out perfectly: “10 years ago this definitely wouldn’t have happened,” and she’s right. Beauty brands are finally seeing what we’ve known all along – women in racing are worth the investment.
• The partnership goes beyond the F1 Academy connection, with ELEMIS directly funding HAWKINS’ 2025 GT World Challenge Europe Endurance Cup campaign with Comtoyou Racing. She didn’t mince words about the reality: “I wouldn’t be racing without [sponsorship].” Finally, a sponsor that gets it – and one that’s putting their money where their brand values are with spa experiences on Aston Martin’s Monaco GP yacht because why not make some waves while you’re at it.
• This deal represents something bigger than one driver getting funded. HAWKINS noted how the landscape has shifted from being able to “name all of the influential women I knew in motorsport on one hand” to having “so many” role models now. With Charlotte Tilbury backing F1 Academy and e.l.f. Cosmetics making moves in American racing, beauty brands are finally recognizing that women’s motorsport isn’t a charity case – it’s a growth opportunity they can’t afford to miss.

all-female f1 academy, aston martin, brand partnerships, fanatec gt world challenge europe sprint cup