The multi-day experience will bring together beauty, motorsport and leadership to spotlight a new generation of women breaking barriers on and off the track
This July, Wella Professionals will take centre stage at Round 3 of the 2026 F1 ACADEMY season at the Formula 1 Pirelli British Grand Prix at Silverstone, with a bold multi-platform activation designed to celebrate individuality, confidence and female empowerment through the brand’s ongoing partnership with F1 ACADEMY.
Marking a new chapter in its partnership with the all-female racing series, Wella Professionals will present a multi-day activation that brings together beauty, sport and culture.
Wella Professionals will also support the British Grand Prix Wild Card entry; Swiss racing talent Chiara Bättig will race at Silverstone, taking to the track in the brand’s bespoke red Wella livery inspired by its “Make It You” campaign.
“Make It You” celebrates confidence and female empowerment in the F1 ACADEMY paddock, bringing together content creation, influencer storytelling, retail experiences and live event moments.
Extending beyond the racetrack, the experience’s lasting impact brings to life Wella’s and F1 ACADEMY’s shared commitment to championing women, creating a dynamic platform that inspires self-expression, builds confidence, and elevates female voices across sport and culture.
From the Silverstone Formula 1 Paddock Club to key retail and digital touchpoints, Wella Professionals will deliver an immersive, content-driven platform that brings together creators, salons, retailers and consumers.
Highlights include:
- A Wella styling presence in the Formula One Paddock Club, offering trackside beauty experiences
- Exclusive VIP access and race hospitality, including driver meet-and-greets for salon partners and retail stakeholders
- Immersive activations in the F1 Academy Paddock, translating the energy of motorsport into interactive beauty moments
- A social-first content ecosystem amplifying voices across sport, beauty and culture
Ahead of the race weekend, Wella Professionals will host an invitation-only leadership lunch in London with Susie Wolff, Managing Director of F1 ACADEMY. The event will bring together influential voices across beauty, business, sport and media to discuss leadership, confidence and representation in traditionally male-dominated spaces.
The campaign forms part of Wella Professionals’ broader ambition to drive cultural relevance and deepen engagement with consumers through experiential storytelling, social amplification and community-building.
Marlene Lotter, Senior Vice President, Global Professional Brands at Wella Company said: “Our partnership with F1 ACADEMY goes beyond sponsorship – it’s about creating visibility for ambition and individuality at a defining moment for women in sport.
“Silverstone allows us to bring that vision to life at scale, connecting beauty with confidence, performance and cultural relevance in a completely new way.”
