Boticário signed a partnership with Gabriel Bortoleto, a driver from São Paulo who leads the Formula 2 championship, for the last two stages of the 2024 season, in Lusail, Qatar, and Yas Marina, in Abu Dhabi, in the United Arab Emirates.
With Brazil back in Formula 1 after seven years, the collaboration between the driver and the perfumery brand Malbec symbolizes the connection between the athlete’s determination and the legacy of success built by the brand, according to the group.
Gabriel Bortoleto, who recently won a place in Formula 1 for the 2025 season, has stood out in world motorsport, representing the Brazilian’s passion for the sport.
For O Boticário, this partnership reflects the courage, ambition and intensity that both the pilot and the brand share. “Malbec and Gabriel represent the determination of Brazilians in their quest to leave their mark. Sponsoring it reinforces our commitment to celebrating authentic trajectories and building a lasting legacy”, says Marcela De Masi, executive director of Branding and Communications at the Group.
Gabriel had already starred in Malbec’s two-decade celebration campaign, alongside fellow driver Fleipe Drugovich.
Now, the brand will be featured on the driver’s helmet, overalls and car until the end of the season, marking Grupo Boticário as the first Brazilian beauty brand to sponsor a Formula 2 driver. For Gabriel, it is also the first time which represents a brand in this segment. “I was truly honored to be able to take Brazil’s most beloved men’s perfume brand to the F-2 World Championship”, comments the driver.
