The rise in female F1 viewership presents an opportunity to diversify both the sport’s fanbase and itself — but beauty companies risk steering themselves off-brand. The increasing female viewership of F1 has attracted beauty brands like Elemis, Charlotte Tilbury, L'Oréal Paris and Anastasia Beverly Hills to partner with teams and the F1 Academy. While F1 has always been associated with luxury, and all of its most visible drivers are male, the rise in female fans, particularly Gen-Z, presents