Elemis has launched a pop-up in Harrods as part of its multi-year partnership with the Aston Martin Aramco Formula One Team.
The British skin care brand’s space is housed at the luxury London, UK, department store in Knightsbridge and offers complimentaryten-minute ‘pit-stop’ facials and on-site skin analysis experts.
It will be open to the public from 6 May until 23 May.
“Discover precision skin care for powerful results at our new pop-up in Harrods, Knightsbridge,” Elemis said in a company statement.
“This exclusive experience celebrates our multi-year partnership with the Aston Martin Aramco Formula One Team.wo iconic British brands renowned for leading the way in power and performance, working together to push the boundaries of innovation in a global arena.”
The pop-up builds on the deal sealed between the two British brands in February 2025 that aims to “promote inclusivity within the world of Formula 1”.
This saw Elemis launch an edit of limited-edition product collections inspired by the global motor sport.
Formula 1 driver Jessica Hawkins was also named as an Elemis brand ambassador this month.
The British racing star is Aston Martin Aramco’s Formula 1 Team Driver Ambassador and Head of F1 Academy.
A study by measurement firm Nielsen indicated that 41% of the sport’s fans are women, while the fastest growing fanbase is females aged 16 to 24.
Elemis is not the only brand that has tapped into the rising marketing power of beauty-sport partnerships.
LVMH has become a Global Partner of Formula 1 in a new ten-year agreement in 2024.
Givenchy Parfums also unveiled Formula 1 driver Pierre Gasly as ambassador for its Gentleman Givenchy line of men’s fragrances in February this year.
Puig-owned make-up brand Charlotte Tilbury, meanwhile, made a deal with the F1 Academy last year to encourage increased female involvement in motorsport.
F1 driver Carlos Sainz was appointed as L'Oréal Paris’ brand ambassador in March.