F1 ACADEMY now welcomes a dynamic Wella F1 Partnership, empowering women in motorsport. This collaboration champions individuality and limitless self-expression.
Wella Professionals is the Official Partner of the F1 ACADEMY, the groundbreaking all-female racing series. This multi-year agreement boldly reflects a shared commitment to empower young women, inspiring a new generation to pursue their highest ambitions and truly embrace individual expression. The Wella F1 Partnership embodies a powerful message of potential, clearly demonstrating a collective dedication to fostering growth and championing diversity within the sport.
Making a Statement on the Track
Wella Professionals will make its exciting debut at Round 4 of the FORMULA 1 PIRELLI GRAND PRIX DU CANADA 2025. On the F1 ACADEMY grid, Joanne Ciconte will proudly represent Wella, driving the Wella Professionals operated by MP car. This bespoke livery launch coincides with the brand’s new global campaign, ‘Make It You’. This empowers individuals to define beauty on their own terms while championing self-expression through limitless creativity. Ciconte’s custom livery and race suit take their inspiration from Wella Professionals’ iconic mermaid and signature red color. It’s a shade which underpins the brand’s 140-year history of pioneering hair science. To further celebrate the ‘Make It You’ ethos, the phrase will be boldly emblazoned on the #25 car’s rear wing.
Engaging the Fans
Throughout the season, Wella Professionals plans to actively engage fans at key races, hosting bespoke fan engagement activities directly within the F1 ACADEMY paddock area. This will provide an immersive, fan-facing environment for direct interaction with race attendees. Additionally, through this dynamic partnership, Wella Professionals will offer touch-ups within the F1 ACADEMY Paddock Club suite, utilizing products from the company’s extensive portfolio of nail and beauty tech brands, OPI and ghd.
Shared Vision: Empowering Women
This exciting announcement follows a year of truly significant audience growth for F1 ACADEMY, which notably featured seven races across three continents during 2025. Broadcasters now reach over 170 global markets, demonstrating the series’ vast appeal. Furthermore, the highly anticipated documentary series ‘F1: THE ACADEMY’ is currently streaming globally on Netflix. Susie Wolff, Managing Director of F1 ACADEMY, expressed her enthusiasm, stating: “We are very proud to welcome Wella Professionals as an Official Partner. This marks 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.”
Limitless Transformations
Marlene Lotter, Global Brand Senior Vice President at Wella Company, added her perspective: “Wella Professionals has always been committed to empowering hair professionals and beauty lovers everywhere to express their best selves through beauty. Our mission drives limitless transformations, and we share this spirit of empowerment with F1 ACADEMY. We eagerly look forward to partnering to unlock the potential in their rising talent – both on and off the track.”