F1 Academy announced a global partnership with Wella Company, naming Wella Professionals the Official Partner of the all-female racing series. 

The partnership kicks off at Round 4 at the Formula 1 Pirelli Grand Prix Du Canada 2025. There, Joanne Ciconte will represent Wella Professionals on the F1 Academy grid in a “Wella Red” MP car. 

Ciconte will sport a bespoke livery and race suit inspired by Wella Professionals’ iconic mermaid and signature red colour, underpinning the brand’s 140-year-plus history.

Marlene Lotter, Global Brand Senior Vice President at Wella Company, said,

“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.”

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. 

This also coincides with the launch of the brand’s new global campaign, Make It You, which encourages people to define beauty on their terms while championing self-expression through limitless creativity. 

The brand will also celebrate Make It You by emblazoning it on the rear wing of the #25 car. 

Wella Professionals will activate at key races throughout the season. This includes bespoke fan engagement activities located within the F1 Academy paddock, interacting with race attendees in a fan-facing environment. 

Through this partnership, Wella Professionals will also offer touch-ups within the F1 Academy Paddock Club suite from the company’s nail and beauty tech brands, OPI & ghd.

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