JESSICA HAWKINS Champions Women’s F1 Progress as Elemis Partnership Heats Up

July 3, 2025

by Samantha Conti // from wwd.com

• JESSICA HAWKINS, Aston Martin Aramco F1 Team ambassador and F1 Academy head, reflects on two decades of progress for women in motorsport at an Elemis partnership event. What started as a field where she could “count the number of women on one hand” has evolved into a diverse ecosystem of female drivers, mechanics, engineers, and managers – though HAWKINS emphasizes the work isn’t done.
• The numbers back up HAWKINS’ optimism: Nielsen data shows 41% of F1 fans are women, with the 16-24 female demographic representing the sport’s fastest-growing fanbase. This audience shift coincides with Elemis’ strategic three-year partnership with Aston Martin Aramco, positioning the skincare brand to capitalize on F1’s expanding female appeal through global “pit stop treatments” and hospitality experiences.
• KATE BEAVAN from More Than Equal reveals the organization’s data-driven approach to developing the next female F1 world champion, using algorithms to identify talent often overshadowed by male counterparts in early competition stages. With the next decade deemed critical for aspiring female drivers, More Than Equal is building systematic support pipelines to navigate the expensive, grueling path to F1’s top tier.

all-female f1 academy, aston martin aramco, british grand prix, formula 1