Wella To Hit Top Gear At Silverstone
Pro brand to share interactive moments with pop-up at British Grand Prix
by AMANDA | NEWS
Wella Professionals are going full throttle at Round 3 of the 2026 F1 Academy season at the Formula 1 Pirelli British Grand Prix at Silverstone with a pop-up that includes a ‘hair pit stop’.
It’s just one of a series of brand activations that have been designed to “celebrate individuality, confidence and female empowerment” through the brand’s ongoing partnership with F1 Academy.
Wella Professionals will also support the British Grand Prix wild card entry Chiara Bättig, who will race at Silverstone in the brand’s bespoke red Wella livery inspired by its Make It You campaign.
The activities in the F1 Academy paddock at the British Grand Prix in July will also be built around the Make It You campaign, bringing together content creation, influencer storytelling, retail experiences and live event moments. Combined, they will deliver an immersive platform that brings together creators, salons, retailers and consumers.
Highlights include:
Ahead of the race weekend, Wella Professionals will host an invitation-only leadership lunch in London with Susie Wolff, managing director of F1 Academy. The event will bring together influential voices across beauty, business, sport and media to discuss leadership, confidence and representation in traditionally male-dominated spaces.
“Our partnership with F1 Academy goes beyond sponsorship – it’s about creating visibility for ambition and individuality at a defining moment for women in sport,” said Marlene Lotter, senior vice president, Global Professional Brands at Wella Company. “Silverstone allows us to bring that vision to life at scale, connecting beauty with confidence, performance and cultural relevance in a completely new way.”
