Science-backed skincare brand Paula’s Choice has officially been announced as an Official Sponsor of the FIFA World Cup 2026/2027. Marking the occasion, the brand has unveiled its new global campaign, Proud Supporter of Your Skin, which surfaces the realities of the sport both on and off the pitch in one of the beauty world’s most high-profile sporting partnerships to date.
Centred around the idea of the face as the ultimate canvas of expression, Proud Supporter of Your Skin explores the physical realities of football fandom and elite competition alike – from sun exposure and sweat to late nights, stress, tears, and tension. The hero campaign film, The Beautiful Game, reframes beauty through endurance rather than perfection, spotlighting the emotional intensity written across supporters’ faces throughout the tournament. It also notes the impact that disrupted sleep, travel, climate shifts, and stress can have on skin during major global tournaments, particularly one taking place across multiple countries and time zones.
With the FIFA World Cup 2026 expected to draw more than five billion viewers globally across the United States, Canada, and Mexico, Paula’s Choice is positioning skincare as a solution and instigator of the wider conversation around wellbeing and performance under pressure. The campaign itself will roll out internationally across digital, social, and out-of-home platforms, alongside a flagship brand activation planned for Los Angeles during the tournament.
The partnership also marks a major continuation of Paula’s Choice’s growing involvement within the sporting world. Alongside its FIFA sponsorship, the brand already supports women’s sport through partnerships including the Seattle Reign FC, as well as collaborations with athletes including Azzi Fudd and Ilona Maher.
To celebrate the partnership, Paula’s Choice is also launching a limited-edition Starting Lineup Kit, bringing together three of the brand’s best-known products in one travel-ready set. The kit includes the iconic 2% BHA Liquid Exfoliant, Peptide Moisturizer, and Youth-Extending SPF 50, designed to keep skin smooth, protected, and hydrated throughout long days and changing environments. Priced at £29 (saving 37% from its full value of £46), the kit will launch on 1st June online from Paula’s Choice, as well as online and in-store at Sephora.
Founded more than 30 years ago, Paula’s Choice has built its reputation around science-first skincare, clinical-grade formulations, and ingredient transparency. The brand has become especially well known for cutting through beauty industry jargon with direct, research-led advice and fragrance-free products designed around visible results. Today, the range spans targeted solutions for exfoliation, hydration, barrier repair, sensitivity, and sun protection, with a growing global presence across both retail and digital platforms.
You can watch the hero campaign film, The Beautiful Game, right here, and find out more about Paula’s Choice and its science-led skincare ranges here.
