While Carlos Sainz is famous for his exploits on the F1 track, his coveted head of hair has earned him a different kind of spotlight: a global ambassadorship for L’Oréal Paris. We caught up with the F1 star at the Cannes International Film Festival to discuss prioritising high-performance over high-maintenance.
Early in May, Carlos Sainz stepped out of his Atlassian Williams F1 car drenched in sweat, having just wrestled for points in the brutal Florida humidity. Last week, he was walking the red carpet in Cannes in a crisp bow tie, his trademark hair catching the French Riviera breeze.
As a global ambassador for L’Oréal Paris, Sainz isn’t just a face for the brand; he is a “muse” for its Barber Club initiative and Elvive Growth hair care line. For the 31-year-old Spaniard, grooming is a part of everyday life and indicative of a wider shift he sees on his travels across the globe.
“I see a lot of men all around the world starting to be a lot more careful about their image, skin, their hair,” Sainz tells Forbes Australia.
“I also see it with my friends and my dad. I think we’ve all realised that when you focus and invest two or three minutes of your time each day, it makes a difference.”
That cultural shift is showing up in the beauty industry’s bottom lines. The male grooming market was valued at $135 billion in 2025, and is expected to reach $143 billion this year, according to Custom Market Insights (CMI). A decade ago, it was worth half that, and in 2006, just a quarter.
By 2035, men’s grooming is projected to reach $240 billion, according to CMI insights, driven by a steady CAGR of 5.8 per cent.
“I definitely think it’s here to stay,” Sainz says, noting he can see a difference in the hydration of his male friend’s skin when they use grooming products. As for his own regimen, the Monaco resident says it starts in his morning shower.
“I use my Elvive shampoo, the Growth Booster. Obviously, as you know, I wear a lot of helmets and caps all the time and I’m constantly having to, let’s say, take care of my hair and protect it,” he says.
“Then I go through my grooming routine, I use the L’Oréal Men Expert Hydro Energétique, the one that hydrates my skin, and gets me ready.”
An avid golfer and cyclist when not in an F1 car, Sainz also leans into protecting his skin from the elements.
“If I’m going to go play golf, which I do quite often, or I’m gonna be exposed to the sun, I definitely use SPF 50,” says Sainz.
That rule also applies when he is south of the Equator, in his favourite race city in the world.
“I protect my skin with SPF 50, especially in places like Australia. I always say Melbourne is my number one city, and I say it exactly because of the lifestyle that you guys have there. It’s always full of people doing sports, taking care of themselves, going for their morning coffees, people in a good mood.”
While he is in town for the Australian Grand Prix each March, Sainz says he is often jetlagged and wakes up early.
“I love seeing the sunrise, it’s a beautiful sunrise there by the Yarra River or by St Kilda. Then, normally, I grab a great coffee somewhere. And then I do my half hour, 45 minutes of cardio, and go and have a really nice breakfast.”
Melbourne, he says, seems like a city that is easygoing and well-balanced. It holds a special place in his heart because it was where he completed his very first F1 race in 2015. His legendary father, Sainz Snr – also known as “El Matador” – also raced in Australia during his WRC rally career.
Reflecting on his career and what continues to drive him ten years on from his F1 debut, Sainz Jnr says he revels in the rigorous regimen required to make it to the top.
“High-pressure environments make you focus on what’s important. For me, it’s all about delivering when it matters, and for that, you need a lifestyle that requires a lot of discipline and routines. That’s all the work that maybe people don’t see.”
Putting his helmet on for Williams again this weekend, Sainz notes it is important to focus on the journey, and not just the destination.
“People only see when you are successful, standing on the podium and celebrating, but behind the scenes, there’s a lot of work that makes it worth it. I actually enjoy all that process, all the discipline, all the routine. I am someone who enjoys investing that time; it makes me feel productive and successful when I accomplish things.”
As for how he accomplishes the full, rich hair for which he is known, Sainz attributes it both to high-quality products and the genes handed down to him by The Matador.
“I’m lucky, because I think it is definitely something related to genetics. Probably my parents gave me good hair, and I cannot thank them enough for that, because that also brought me things like collaborations with L’Oréal,” he says with a smile.
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