LONDON — British skin care brand Elemis is shifting up a gear at the Miami Grand Prix with an expanded presence at the paddock and another pop-up in Miami Beach as part of its three-year deal with the Aston Martin Aramco F1 Team.
Last year, Elemis became the team’s first official skin care partner, and the first beauty brand to have a presence at a Grand Prix paddock. It also tapped a female brand ambassador, the driver Jessica Hawkins, to promote the role of women in the sport and spread the skin care word.
This year, Elemis is moving its Pit Stop spa concept to the Aston Martin Aramco Formula One Team Paddock Club suite, and unveiling a new, open-plan design, increased capacity, and a larger offer of express treatments, including facials, hand and arm massages, and an “eye refresh.”
The spa will also include an updated “refresher station,” allowing guests to try Elemis top-sellers on the go, including the brand’s Pro-Collagen SPF50; Future Restore Serum; Pro-Radiance Hand & Nail Cream, and Superfood Multi Mist.
“We have been rewriting the visual expression of how we show up, and you’ll see that this year in Miami. The spa has been upgraded massively, and is closer to our new brand aesthetic,” said John Mooney, chief brand officer at Elemis, in an interview.
Last year, Elemis surprised many with its unconventional decision to break into F1 and align itself with a gritty, male-dominated sport. Mooney would argue that risk paid off.
An F1 car made from Elemis face cream pots in London.
“We had a fantastic year last year. We always knew it was going to be a great opportunity to sit in the same space as Aston Martin, which generates such a level of excitement. We also wanted to embrace a new — and fairly untapped — female audience as well,” said Mooney.
“Last year was a whirlwind — from Melbourne to China to Miami. We learned a lot of lessons very quickly about the fan base, what makes them tick and the importance of hosting ‘watching parties’ and other events for people who can’t make it to the track,” he added.
During the 2025 season, Elemis carried out more than 1,000 spa treatments in paddock clubs at races globally — and on the Aston Martin yacht in Monaco.
Mooney said the spas are there to “entertain and educate customers, broker deals, offer a hands-on experience of our products, and build loyalty.” He said brand awareness increased “dramatically” last year, and the company is eager to build on its success.
This year, Elemis will extend its presence beyond the paddock with a second activation at the AMF1 “I/AM Beach” pop-up on Miami Beach as part of the Miami F1 Fan Fest.
It will offer accessible Pit Stop hand and arm massages and an opportunity for people who aren’t trackside to discover and sample hero products at a dedicated refresher station.
A rendering of the upgraded Elemis spa that’s open now at the Miami Grand Prix.
Mooney said its clientele at the Grand Prix races worldwide is a mix of men and women, all taking a break from the trackside frenzy.
“Every single time you turned around, you saw a man sitting in the seats having an arm massage. And that was the case across the board — in all countries. We didn’t think men were going to be so interested, but all we needed to do was give them the opportunity — and we hope we can convert them further,” he said.
Elemis’ decision to align with F1 was part of a broader strategy to move upmarket, speak to an international audience with deep pockets, and position itself “at the intersection of beauty, wellness and high-performance sport.”
Mooney believes Elemis picked F1 at the right time.
“Even if you’re not involved in F1, you see things in the media, ‘Drive to Survive’ on Netflix, the high profiles of the drivers and the brands, and all the endorsements. The drivers have become celebrities in their own right,” he said.
Mooney said what’s surprised him the most about F1 is “how real the hype is. It is monumental if you think about the amount of money invested into the sport, the technical capabilities of the teams, and their engineering supremacy.”
Jessica Hawkins, an ambassador for the Aston Martin Aramco Formula 1 Team, and for Elemis.
CONOR MCDONNELL
He said he sees Elemis’ offer as the yin to motor racing’s yang. “The races are high octane, all about sport, petrol, speed and danger. We’re all about relaxation and sensory pleasure. So we balance each out, and it’s working fantastically well.”
Elemis is planning to make an even “bigger bang” at the British Grand Prix in Silverstone in July, according to Mooney. Elemis will have its spa set up at the paddock, and is planning events in the City of London, and at the Elemis London stores. Mooney said every grand prix event provides different opportunities.
“We can create special environments where people can watch — in a cinema, for instance — with food and drinks. We can educate people about Elemis, and introduce them to Formula 1 all at the same time,” he said.
