Iconic hair and beauty behemoth, Wella Company, is officially partnering with F1 ACADEMY, the all-female racing series. The multi-year partnership between Wella Professionals and F1 ACADEMY reflects a shared commitment to inspire a new generation of women to pursue their highest ambitions and express their individuality.
F1 ACADEMY’s audience is growing with seven races across three continents in 2025, broadcasters in over 170 markets, and the highly anticipated documentary series F1: THE ACADEMY now streaming globally on Netflix.
Wella Professionals will be represented on the F1 ACADEMY grid by Joanne Ciconte, in the Wella Professionals operated by MP car beginning with Round 4 at the Formula 1 Pirelli Grand Prix Du Canada 2025 in Montreal. Ciconte will sport a bespoke livery and race suit inspired by Wella Professionals’ iconic mermaid and signature red which underpins the brand’s 140-year plus history of pioneering hair science.
Of this new partnership, Marlene Lotter, Global Brand Senior Vice President at Wella Company, says, “Wella Professionals has always been committed to empowering hair professionals and beauty lovers everywhere to express their best selves through beauty. We are driven by our mission to enable limitless transformations and encourage self-expression. We share this spirit of empowerment with F1 ACADEMY and look forward to partnering to unlock the potential in their rising talent – on and off the track.”
Wella Professionals will activate at key races throughout the season, with activities located within the F1 ACADEMY paddock. Through this partnership, Wella Professionals will also offer touch-ups within the F1 ACADEMY Paddock Club suite from the company’s portfolio of nails and beauty tech brands OPI and ghd.
Echoing the synergistic partnership, Susie Wolff, Managing Director of F1 ACADEMY says, “We are very proud to welcome Wella Professionals as an Official Partner in 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.”
Will you be watching this weekend?
