Wella Professionals brings together beauty, sport & culture

Wella Professionals will take a leading role at Round 3 of the 2026 F1 Academy season at the Formula 1 Pirelli British Grand Prix in July, with a multi-platform activation centred on individuality, confidence and female empowerment.

Marking a new phase in its partnership with the all-female racing series, the brand will deliver a multi-day experience that brings together beauty, sport and culture. The activation builds on Wella Professionals' existing collaboration with F1 Academy, with a focus on ambition, self-expression and leadership.

As part of the programme, Wella Professionals will support the British Grand Prix Wild Card entry. Swiss driver Chiara Bättig will compete at Silverstone in a bespoke red Wella livery, inspired by the brand's ‘Make It You' campaign.

The activation is designed as an immersive, content-led platform spanning the Formula One Paddock Club, F1 Academy paddock, retail environments and digital channels. Highlights include a trackside styling presence in the Paddock Club, VIP hospitality experiences for salon partners and stakeholders, interactive beauty moments within the F1 Academy paddock and a strong social-first content strategy.

Ahead of the race weekend, Wella Professionals will host an invitation-only leadership lunch in London with Susie Wolff, Managing Director of F1 Academy, bringing together voices from beauty, business, sport and media to discuss leadership, confidence and representation.

Marlene Lotter, Senior Vice President, Global Professional Brands at Wella Company, said the partnership aims to connect beauty with confidence and cultural relevance while amplifying visibility for women in sport.