Glamour, grit, and girl power take the wheel as Wella Professionals speeds into the world of F1 as an official sponsor of the F1 ACADEMYTM, marking its first-ever sports sponsorship in the brand’s 140-year history.
“We are very proud to welcome Wella Professionals as an Official Partner in the beauty company’s first-ever venture into sports sponsorship. It is fantastic to see Wella Professionals, a brand driven by innovation and championing creative craft for more than 140 years, boldly back women’s sports while supporting our mission to fuel the future of women in motorsport.” — Susie Wolff, Managing Director of F1 ACADEMY
Rooted in empowerment, individuality, and unapologetic ambition this is the start of multi-year partnership between Wella Professionals and F1 ACADEMY with a shared commitment to inspire a new generation of women to pursue their highest ambitions and express their individuality without limits.
It also coincides with the launch of Wella Professionals’ new global campaign, Make It You — a powerful call to define beauty on your own terms, champion self-expression, and embrace creativity in all its forms.
Making its grand debut at the FORMULA 1 PIRELLI GRAND PRIX DU CANADA 2025 from June 13–15, Wella Professionals is putting beauty front and center — or rather, on the rear wing of the No. 25 car driven by Joanne Ciconte, the Australian driving the Wella Professionals x MP Motorsport car in a custom livery and race suit inspired by Wella Professionals’ iconic mermaid and signature red color.
The car's design nods to the brand’s iconic heritage while setting the pace for what’s next including seven races across three continents in 2025, broadcasters in over 170 markets, and the highly anticipated documentary series F1: THE ACADEMY now streaming globally on Netflix.
Trackside Transformation
Race day just got a lot more fabulous. Throughout the season, Wella Professionals will activate at select races with bespoke fan experiences in the F1 ACADEMY paddock. Expect beauty touch-ups and express styling from industry-loved brands OPI and ghd, turning pit stops into moments of transformation.
Driven by Purpose
As F1 ACADEMY continues to champion the future of women in motorsport, Wella Professionals joins that mission with beauty as a vehicle for confidence, creativity, and career-building momentum.
“Wella Professionals has always been committed to empowering hair professionals and beauty lovers everywhere to express their best selves through beauty. We are driven by our mission to enable limitless transformations and encourage self-expression. We share this spirit of empowerment with F1 ACADEMY and look forward to partnering to unlock the potential in their rising talent – on and off the track.” — Marlene Lotter, Global Brand Senior Vice President at Wella Company
Together, they're turning up the volume on what it means to be powerful, personal, and unapologetically you.
