Paula’s Choice, a global leader in high-performing, science-backed skincare, has announced a landmark partnership as an Official Skincare Sponsor of the FIFA World Cup 2026™ and FIFA Women’s World Cup 2027™.
To mark the occasion, the brand is launching its new global campaign, Proud Supporter of Your Skin, which celebrates skincare that keeps its promises for fans and athletes in the world's most high-pressure environments.
Centered on the face as the ultimate canvas of expression, the campaign reveals the stories unfolding both on and off the field, where every glance, reaction, and emotion brings the stories beneath the surface of the game to life.
The hero campaign film, The Beautiful Game, reinforces this perspective, stating, "They call it the beautiful game because it puts us through everything," reframing beauty not as perfection, but as resilience and grit under pressure. It focuses on the visible effects of the game on fans, not just athletes: sun, sweat, flushed skin, late night, tears, and tension.
With more than 5 billion viewers expected globally, the FIFA World Cup 2026™ represents one of the largest shared environments in the world. As the tournament unfolds across the United States, Canada, and Mexico, it will span multiple climates and time zones, with matches shifting outside traditional viewing hours. These disruptions to sleep and daily rhythms, combined with intense emotional stress, have a direct and visible impact on the skin.
"At Paula’s Choice, we’ve built our legacy on high-performing skincare that delivers real results," said Paula’s Choice chief executive officer, Faiz Ahmad.
"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 brand is proud to highlight its ongoing commitment to women's sports through its existing partnership with the NWSL Seattle Reign and world-class ambassadors, including #1 WNBA overall draft pick Azzi Fudd and global rugby star Ilona Maher," said Ahmad.
The campaign will roll out globally across key markets, including out-of-home, digital, and social channels. A flagship brand activation is set to take place in Los Angeles during the tournament, bringing the "support your skin" message to life for fans on the ground.
You can shop Paula’s Choice in Australia direct here and via Sephora here.
Image credit: Paula’s Choice
