Paula’s Choice named official World Cup Skincare Sponsor as beauty’s football fever sets in

By Alessandro Carrara | Published: 14-May-2026
Marketing

The Unilever-owned skin care brand has launched a new campaign to promote the resilience of its product range in high-pressure situations during the 2026 tournament, kicking off the marketing with a short film

Paula’s Choice has been named the Official Skincare Sponsor of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027.

The 2026 FIFA World Cup tournament will take place from 11 June to 19 July and is being held in Mexico, while Brazil will host the Women's World Cup from 24 June to 25 July 2027.

The Unilever-owned, science-backed skin care brand has launched a new global campaign, Proud Supporter of Your Skin, which is promoting the efficacy of its range in “high-pressure environments”, such as the quadrennial global football tournament. 

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At the centre of the campaign is promotional film, The Beautiful Game, which sets out to “reframe beauty not as perfection, but as resilience and grit under pressure”, according to the brand.

The campaign will roll out globally across several regions and include out-of-home (OOH), digital and social media marketing.

A flagship brand activation is also set to take place in Los Angeles, US, during the tournament, bringing the "support your skin" message to life for fans on the ground.

“We see skin care as part of a broader performance mindset,” said Faiz Ahmad, CEO of Paula’s Choice.

“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.”

The partnership is said to represent a major global sports move for Paula’s Choice, with the World Cup expected to have more than five billion viewers globally this year.

It also reflects the brand’s continued expansion into athletics and women’s sports, including its partnership with AUS professional soccer teamSeattle Reign and ambassadors rugby player Ilona Maher and basketball player Azzi Fudd.

Ahmad added: “At Paula’s Choice, we have built our legacy on high-performing skin care 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.”

Paula’s Choice’s sponsorship follows Unilever being named as the official sponsor of the FIFA World Cup 2026.

As part of the partnership, the UK consumer giant has released several limited-edition products through deodorant and body care brands Sure, Dove and Lynx.

“Unilever’s Personal Care brands have a proven ability to convert cultural passion into purchase,” said Unilever in a company statement announcing the partnership in April.

“By embedding brands in sport, across matchday moments, creator partnerships, fan zones, gaming and retail theatre, the business consistently sees increased emotional connection, share of conversation, cultural relevance and long-term brand loyalty.”

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