Anastasia Beverly Hills Joins Red Bull Academy in Landmark F1 Beauty Partnership

Anastasia Beverly Hills (ABH), a global beauty powerhouse, has announced a multi-year partnership with the Red Bull Academy Programme, becoming a Team Partner for both the Red Bull Racing Pepe Jeans Academy Programme and the Visa Cash App Racing Bulls Academy Programme. The landmark deal represents the first standalone beauty brand partnership for the Academy initiative in Formula 1 and will debut from the 2025 Dutch Grand Prix.

This unique partnership marks an important industry crossover, uniting motorsport and beauty on a global stage. The collaboration will introduce prominent beauty branding in key Academy moments, along with innovative consumer experiences that bring speed, glamour, and empowerment together.

A Fusion of Performance and Beauty

From one disruptor to another, Anastasia Beverly Hills saw the Red Bull Academy Programme as an ideal platform to launch its motorsport debut. With Red Bull’s proven track record in performance, innovation, and supporting women in motorsport, the synergy was clear.

As part of the partnership:

• Alisha Palmowski’s Red Bull Racing Pepe Jeans Academy Programme challenger will feature ABH branding on the rear wing and cockpit.

• Rafaela Ferreira’s Visa Cash App Racing Bulls Academy car will display the ABH logo on the side chassis and front nose.

• Both rookies will carry the Anastasia Beverly Hills logo across driver branding and official team kit.

The partnership will also deliver trackside activations across all F1 Academy race locations, inspiring and empowering women in motorsport, both in the paddock and beyond.

A Shared Mission of Empowerment

Founded in 1997 by visionary entrepreneur Anastasia Soare, ABH rose to global acclaim through its iconic brow innovations and trend-setting beauty products. The brand has since grown into one of the world’s most influential names in cosmetics, celebrated for its bestselling essentials and continuous drive for industry innovation.

The shared values of excellence, empowerment, and innovation are at the core of the partnership, creating opportunities to inspire female athletes and fans alike through activations where beauty meets motorsport.

Industry Voices on the Partnership

Julia George, Director of Partnerships at Oracle Red Bull Racing, described the deal as a defining move for both worlds:

“Welcoming Anastasia Beverly Hills to our growing and diverse family of partners is a monumental step for the Red Bull Academy Programme, supporting both the Red Bull Racing Pepe Jeans and Visa Cash App Racing Bulls Academy Programmes. We’re delighted that one of the fastest-growing beauty brands in the world has entrusted the Red Bull Academy Programme to make its first step into motorsport.”

Founder and CEO Anastasia Soare also expressed her enthusiasm:

“We are incredibly proud to mark ABH’s first move into motorsport with this long-term partnership across two F1 Academy teams. Motorsport has always been about pushing boundaries, and through this collaboration we’re excited to support the next generation of talented female drivers, making them feel beautiful and powerful. This is just the beginning of an exciting journey with the Red Bull Academy Programme, and we’re committed to making a lasting impact both on and off the track.”

Where Speed Meets Glamour

The 2025 season will highlight the bold crossover of motorsport and beauty, where speed meets glamour. From the garage to the grid, Anastasia Beverly Hills aims to redefine the way fans experience F1 Academy, introducing new creative activations and branding that underscore the empowerment of women through sport and style.

By joining forces with the Red Bull Academy Programme, Anastasia Beverly Hills is demonstrating that motorsport is more than just performance and engineering, it’s also about innovation, confidence, and self-expression.