5. Charlotte Tilbury x Formula 1
Charlotte Tilbury steered into its first global sports partnership this year, signing on as an official partner of the F1 Academy, a training school for women.
The beauty brand hopes to reach F1’s 40% female fanbase who contribute to a season viewership of over 1.5 billion.
“My brand was created for everyone, everywhere, and as a female founder I’m thrilled that we’re the first ever beauty brand to support these powerhouse drivers,” said founder Charlotte Tilbury in a statement.
Throughout the F1 Academy 2024 season, the beauty brand will promote 15 young drivers aged between 16 and 25. A Charlotte Tilbury car has been designed as part of the collab, to be driven by 18-year-old Lola Lovinfosse.
6. Velveeta x George the Jeweler
Kraft Heinz-owned Velveeta’s “La Dolce Velveeta” platform has had a bumper few years under the stewardship of creative agency Johannes Leonardo, with the brand launching everything from cheese-flavored martinis to scented nail polish and Federico Fellini-style films.
In 2024, the brand continued its foray from old refrigerator staple to lifestyle brand with the launch of a limited-edition Velveeta x George the Jeweler Lip Drip Cuff, a 14-karat ode to the physical drip that Velveeta’s gooey cheese makes when it touches the lips.
7. Crocs x Simone Rocha
