Why Beauty Brands Are Turning to Formula 1 Drivers

Formula 1 drivers are increasingly stepping into fragrance and grooming, marking a growing shift between sport and the beauty space.

Words: Alisha Azuddin
Published: 24 April 2026
Reading time: 2 min

Driving Change in Beauty

The crossover between Formula 1 and the beauty world is no longer a novelty. It is steadily becoming one of the more interesting shifts in how fragrance and grooming brands connect with a new generation. The latest move comes with George Russell stepping into his role as global brand ambassador for AMAFFI Perfume House, and it feels like a natural next step rather than a surprising one.

Formula 1 drivers are increasingly stepping into fragrance and grooming, marking a growing shift between sport and the beauty space.

In many ways, Formula 1 drivers already embody the qualities that fragrance and grooming brands want to communicate. There is discipline, attention to detail and a sense of control, but also personality and style. Rather than relying solely on traditional faces, F1 drivers bring global visibility, but they also bring individuality, which makes these collaborations feel more personal and current. And these are the ones leading the charge.

George Russell and AMAFFI Perfume House

George Russell’s partnership with AMAFFI leans into a quieter, more thoughtful kind of luxury. As the new global brand ambassador, this new campaign sees him bring together five fragrances, each reflecting qualities that feel very much in line with him such as focus, composure and that understated confidence he is known for.

Russell described the collaboration as something that felt instinctive from the get go, sharing that “AMAFFI’s approach to craftsmanship… resonates deeply with me. Whether in racing or in creativity, you pursue precision and emotion in equal measure.”

Pierre Gasly and Givenchy

Named Givenchy’s Gentleman Global Ambassador, Pierre Gasly is the new face of the Gentleman Society Eau de Parfum Sport. The partnership draws on the qualities he has become known for on the track, precision, integrity, and composure, aligning them with what the brand defines as the modern gentleman.

Carlos Sainz and L’Oréal Paris

With L’Oréal Men Expert, the focus shifts slightly towards everyday grooming, and Carlos Sainz fits neatly into that space. His appointment as ambassador marked one of the earlier major beauty partnerships for a current driver, and it still feels particularly well judged. Just about one year into his partnership, he’s already featured in campaigns for the likes of their Hydra Energetic products, the Barber Club range, and the Elvive Growth Booster serum.

Lando Norris and Ralph Lauren

Ralph Lauren Fragrances has tapped now World Champion Lando Norris as the new face of its Polo Red campaign. He fronts both the classic eau de toilette and the Racing Edition, lending his profile to a fragrance built around speed and energy, with notes of citrus and coffee.