Number 90
Privé Hair Care Empowers Women on the Racetrack — and Beyond
Featured Focus:
Partnerships for Good, Social Justice, Community Programs
Scope of Impact: Nationwide
Privé, a clean hair care brand, is sponsoring Sabré Cook, the first female driver in the Porsche Carrera Cup North America Series, to fuel dreams and challenge gender norms in motorsports. Here’s the breakdown:
Starting at the top: Privé's CEO, Shay Hoelscher, is passionate about racing and personally committed to increasing female representation in racing.
Giving Back as a brand pillar: Beyond the track, Privé lives by its "giving back every day" philosophy through its #priveitforward initiative. They donate 1% of all sales to Project Beauty Share, providing essential hygiene and beauty products to women overcoming hardship.
An inspiration for other brands and sports: Hoelscher is all about shattering the glass ceiling. She hopes to be a trailblazer and trendsetter, inspiring more brands to give opportunities to women drivers like Cook.
Sabré Cook wanted an impactful sponsor, beyond dollar signs. Privé and its CEO, Shay Hoelscher, already had giving back at the core of their business model. Hoelscher’s passion for motorsports was the cherry on top — and led to a partnership match made in motorsports heaven.
Of course, this initiative is much more than a logo on a car. It’s an investment in women breaking barriers and inspiring the next generation. Even though it’s different from our DL78 that showcased women playing american tackle football (see link in Related Resources), it plays a similar role in terms of amplifying female representation in a traditionally male-dominated sports.
We hope that this sponsorship will also drive awareness for Project Beauty Share, and the issue of access to essential products for women experiencing abuse, poverty, or homelessness. If it does, this will turn into a WIN | WIN for all involved.
YOUR NEXT PLAY:
Even though women's sports continue to be on-the-rise, a lot more work needs to be done to reach a place where equity in sports is not a goal but a reality. How can you make your support for women's sports more long-term? How can it go beyond one or two limited projects? That’s the challenge we’d like to present to everyone — our own crew included.
An in-depth look at Cook joining a new team for the 2025 Porsche Carrera Cup North America Season.
A 2021 article details Privé's rebrand and commitment to donating 1% of sales to women’s causes.
Official website of the non-profit organization Privé partners with, detailing their mission and how to help.
The trailblazing driver’s website details her sponsorship with Snapton, highlighting her background in engineering.
The trendy beauty brand recently sponsored NASCAR Driver Katherine Legge to empower more females in motorsports.
A TikTok video helped an 8-year-old girl realize that that women CAN play tackle football, after being teased for her love of the game by boys at her school.
