Paula’s Choice and Unilever: Official Beauty Sponsors of FIFA World Cup 2026
As the FIFA World Cup 2026 continues its run across the United States, Canada, and Mexico through July 19, the beauty industry is making its biggest play yet on the world’s largest sporting stage. Paula’s Choice, owned by Unilever, has been named the Official Skincare Sponsor of the FIFA World Cup 2026 — and the FIFA Women’s World Cup 2027 — in a landmark deal that signals a seismic shift in how beauty brands connect with global audiences.
The brand launched its global campaign, “Proud Supporter of Your Skin,” positioning skincare not as a luxury, but as part of a performance mindset. A 30-second commercial titled The Beautiful Game highlights the range of emotions soccer fans experience — and how Paula’s Choice hero products support skin through stress, sun exposure, and high-pressure environments like packed stadiums.
The initiative is part of a much larger Unilever World Cup activation spanning over 35 of its brands, including:
- Dove
- Dove Men+Care
- Rexona
- Axe
Dove Men+Care’s campaign, titled “Care for Your Skin Like You Care for the Game,” focuses on the physical toll of fan rituals like body paint and sun exposure, paired with limited-edition product launches and creator partnerships. Meanwhile, SkinCeuticals — another Unilever/L’Oréal crossover player — also entered the sports arena as the first official skincare partner of Formula 1’s Scuderia Ferrari HP team.
Source: Personal Care Insights – Paula’s Choice FIFA World Cup 2026