Paula’s Choice scores FIFA World Cup sponsorship as it launches global campaign
Paula’s Choice has been named the Official Skincare Sponsor of the FIFA World Cup 2026 and the FIFA Women’s World Cup 2027.
The Unilever-owned skincare brand has launched a new global campaign, Proud Supporter of Your Skin, highlighting the performance of its products in high-pressure environments.
The campaign is led by a promotional film titled The Beautiful Game, which seeks to “reframe beauty not as perfection, but as resilience and grit under pressure”. It will roll out globally across multiple regions through out-of-home (OOH), digital and social media activity.
Faiz Ahmad, CEO of Paula's Choice, said: "We see skincare as part of a broader performance mindset. At the World Cup, that performance is everywhere - in the athletes, the fans and the environments people move through. Our role is to support people and their skin in those moments. That is what The Beautiful Game brings to life.
"At Paula’s Choice, we have built our legacy on high-performing skincare that delivers real results. The World Cup is a natural extension of that; a global stage where we can support skin through the intensity and environments that show up on the face."
The FIFA World Cup 2026 will take place from 11 June to 19 July 2026 across Mexico, while Brazil will host the FIFA Women’s World Cup 2027 from 24 June to 25 July 2027.
The partnership reflects a wider trend of beauty and skincare brands expanding their presence in sport.
Il Makiage continues its partnership with Arsenal Women, while L’Oréal Paris previously expanded its collaboration with the Premier League club following an initial partnership in 2025.
Wild appointed Emma Raducanu as a global brand ambassador last year and E.l.f. Cosmetics partnered with Tottenham Hotspur Women as the team’s official back-of-shirt sponsor for the current season.
Meanwhile, Clinique became the first beauty partner of the England women’s national rugby union team.
The British Beauty Council also previously named Tatyana Heard as its first Sport Ambassador, reflecting the increasing crossover between beauty, wellbeing and sport, alongside the rising cultural influence of women’s athletics.
