British luxury beauty/wellness brand Elemis has revved up its publicity machine becoming the first ‘Official Skincare Partner’ for Aston Martin Aramco’s Formula One team. It’s a multi-year partnership that “bring[s] together leading beauty innovation with the high-performance world of Formula One”, we’re told.

And the reason? To promote inclusivity within the world of Formula One that’s “recently seen a shift in fan demographic”. 

A recent study by Nielson shows that 41% of fans are women, and the fastest growing fanbase are those aged 16-24. 

And that focus on inclusion aligns neatly with Aston Martin Aramco’s own ‘Make a Mark’ strategy “which aims to drive positive progress through the influence of the sport”.

Both say they’re dedicated to environmentally conscious practices including sustainable sourcing that respects the planet. Elemis, meanwhile, also becomes the first B Corp business to partner with the team.

During the first partnership year, the beauty brand will launch an edit of exclusive, limited-edition products, as well as offering guests “the ultimate trackside experience” at the Aston Martin Aramco Paddock Club Suite, “providing a moment of wellbeing with experiential ‘pit stop’ treatments”.

And to mark the association Elemis will activate a first-of-its-kind spa experience at the Monaco Grand Prix in May… on board the Aston Martin Aramco luxury yacht, or course.

Séan Harrington, Elemis co-founder & CEO, said: “This value-driven partnership is the first of its kind and a pioneering effort in Formula One. 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.”

Jeff Slack, managing director of commercial, Aston Martin Aramco Formula One Team, added: “Announcing our first Official Skincare Partner marks a significant milestone in how we connect with our fans, and I’m eager to see it open up new opportunities for both.”