Freddie Slater: The Junior Driver Supported by the Cosmetic Giant

In the last couple of weeks, Freddie Slater has been announced as the newest part of the Audi Revolut F1 Team development programme, but before that, the main feature on his car has been the cosmetics giant, Baylis and Harding. 

(Image credit to ACI Sport via Formula Scout)

Freddie Slater has been one of the rising stars in the F1 feeder series ladder, entering the Formula 3 grid with the top team, Trident, in 2026. With his top performances, winning the FREC title in 2025 and coming second in the Formula Regional Oceania Trophy earlier this year, it has always been a surprise that an F1 team has not backed Slater. There are rumours that he has turned down backing from several teams that have come calling before. So, how has Freddie Slater been able to fund his racing career, and why does the secret lie on the shelves of many makeup shelves?

The secret to Freddie Slater’s funding through karting and Formula 4 to Formula 3 has been Baylis & Harding. The British cosmetic brand, the staple of a Christmas gift set, has been the centre of attention on his racing overalls throughout his career, even in the picture above. While British brands have always been a mainstay in funding a British racer’s career, they tend to be more niche, which is why Freddie Slater’s branding shocked me, so I did some digging.

It turns out that much like fellow British racer and now Formula 1 driver, Oliver Bearman, there is a family connection. Both of Freddie Slater’s parents are on the board of directors for this company, so Slater has this connection. With such a high-profile company, Freddie Slater does have a cover on the rising costs of the single-seater ladder. At times, seeing this well-known British brand reminds me of F1 sponsors of the past. I am looking at you, Leyland. Will we see another one in the future? 

A big company sponsorship is also important for a single-seater driver, as it pays for the fees of the seat, with a Formula 3 seat being between $1-2 million. On the 26^th of January, it was announced that Freddie Slater had joined the Audi Revolut F1 Team Development programme, the first time in his career that a Formula 1 team would back him. 

For those who don’t know how big team backing works, unfortunately, this will not cover the full race seat. Former Williams Academy driver Zak O’Sullivan ran out of funding for his Formula 2 seat in 2024, showing that having a big team name doesn’t always pay the full price. With a family sponsor, Freddie Slater has guaranteed that he can go through the single-seater leader and reach the top, Formula 2, hopefully, and then may have a shot at the big time. It’s a case of you need both. 

So, remember, when you next pick up a Baylis & Harding product, maybe a soap or a gift set, think that you could say that you have helped a future Formula 1 driver, when he (hopefully) gets the call-up. 

Article written by Amy Powis