Elemis’ collaboration as the official skin care partner of Aston Martin Aramco has shifted into high gear. The British skin care brand will be opening its pop-up spa in the Aston Martin Aramco Paddock Club suite in Miami on May 2, setting the pace for Las Vegas and the Monaco Grand Prix. The week will also launch the brand’s partnership with Aston Martin Aramco Driver Ambassador and Head of F1® Academy Jessica Hawkins, further elevating female drivers in the sport.
Today, Formula 1 attracts more than a billion viewers annually with millions making their way to the races around the world. Séan Harrington, Elemis’ cofounder and chief executive officer, told Fairchild Studio the partnership with Aston Martin Aramco marks a meaningful and strategic milestone for the brand. Elemis sees the platform as “an incredible opportunity for the brand to expand its reach, grow its communities and elevate brand equity on a truly international scale.”
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In the U.S., where Elemis continues to build strong brand momentum, he said the partnership comes at a pivotal time. “With F1®’s rapid rise in popularity across North America fueled by events like the Miami, Austin and Las Vegas Grands Prix our presence on the grid allows us to connect with a new generation of luxury-conscious, performance-driven consumers.”
As first seen in March at the Australian Grand Prix, the Elemis brand name will be on the AMR25 Aston Martin Aramco race cars and driver apparel in Miami for all to see. Guests attending the Miami Grand Prix and entering the Aston Martin Aramco hospitality will also be invited to explore a pop-up spa offering hand and arm massages with Elemis gifts to take home. Elemis “refresher stations” will be set up in various locations to give people a chance to test some of the brand’s hero products.
As an official brand ambassador, Hawkins will also be working closely with Elemis at the upcoming Grand Prix events, building on her existing relationship with the brand. Hawkins told Fairchild Studio that she is thrilled about the partnership adding that “it feels like a natural fit” because of her love for Elemis products – her favorite is the Pro-Collagen Black Cherry Cleansing Balm – and the brand’s values. “I’m proud to represent a brand that champions innovation and supports women in sport,” she said.
“Our recent announcement of Jessica Hawkins, driver ambassador for Aston Martin Aramco and head of F1® Academy for the team in becoming an Elemis ambassador marks a powerful alignment of values,” said Harrington. “Jessica is a true trailblazer paving the way for women in motorsport and inspiring a new generation of fans and athletes alike. Through our partnership and official ambassadorship, we are committed to promoting female empowerment, diversity and inclusivity on and off the track. We are proud to collaborate with Jessica on such an important movement.”
Importantly, Harrington told Fairchild Studio that Elemis’ partnership with Aston Martin Aramco sees two iconic and trusted legacy British brands “united by a shared mission, to push the boundaries of performance and innovation on a global stage.”
“Rooted in British heritage and built on a foundation of excellence, this collaboration brings together two powerhouses of luxury,” said Harrington. “It unlocks extraordinary opportunities for both brands driving momentum today while setting the stage for future success. Together, we form the ultimate blend of power and beauty.”
Agreeing that the two brands share similar values, Jefferson Slack, managing director of commercial at Aston Martin Aramco F1® Team, also acknowledged that they operate in completely different spaces and that the partnership is effectively uniting skin care with the high-performance world of F1®.
“Bringing Elemis on as our official skincare partner gives us the opportunity to build and support our existing fanbase while catering to a new era of fans,” said Slack. “The sport has completely changed since I joined the team five years ago – female viewership and interest has soared – and a partnership like this probably wouldn’t have existed. It’s a great example of how F1® is evolving and expanding into a wider cultural space.”
To that end, Harrington said that the partnership is more than a brand alignment – it is a celebration of innovation, empowerment and lifestyle. “It shows how two leaders in their respective fields can come together to redefine perception, inspire new possibilities and deliver an unparalleled luxury experience. This multiyear partnership provides the time and platform to drive meaningful impact redefining the role of skin care in performance, recovery and well-being. Together, we will create immersive, purpose-led experiences that champion performance, recovery and selfcare on and off the track.”
Notably, Hawkins shared that the Elemis Pro-Collagen Black Cherry Cleansing Balm is the first step in her evening routine whether she is trackside or on a shoot. “It melts away makeup effortlessly and leaves my skin feeling clean but still nourished. It’s like a spa treatment every night.”
As Elemis’ partnership with Aston Martin Aramco continues to evolve in the next few years, Harrington said that championing inclusivity in the world of Formula 1 will remain at the forefront.
“[Formula 1] is rapidly evolving in both its reach and representation,” said Harrington. “This shift reflects a broader cultural transformation and the F1® Academy is at the heart of it, helping to redefine the future of motorsport. We are proud advocates of the F1® Academy and thrilled to support its mission.”
At the upcoming Monaco Grand Prix, Elemis will debut a first-of-its-kind spa experience hosted on the Aston Martin Aramco luxury yacht giving VIPs a moment of relaxation to reset. Elemis experts will provide skin analysis with the Elemis Expert skin lab and a menu of treatments designed to accelerate radiance and rejuvenation.
To learn more, visit elemis.com.