Paula’s Choice is tapping into soccer’s global fandom, signing on as the official skin care sponsor of the 2026 FIFA World Cup set to kick off on June 11 in Mexico City.
As part of the partnership, the Unilever-owned brand is launching its “Proud Supporter of Your Skin” campaign, which seeks to emphasize the durability of its products even in high-pressure and strenuous environments — for instance, sports stadiums.
“The FIFA World Cup partnership is the natural next step in our commitment to sports,” said Faiz Ahmed, chief executive officer of Paula’s Choice. “Over the past few years, we’ve been building alongside athletes and fans who share our belief in high performance and deep community. The World Cup takes that to an entirely different scale with billions of people, across cultures, climates and traditions — all united by the same passion.”
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Previously, Paula’s Choice partnered with Azzi Fudd, the former UConn women’s basketball star who in April signed with the Dallas Wings for her upcoming WNBA debut. Before that, the brand named rugby player and Olympian Ilona Maher its first ambassador in 2024.
For this FIFA partnership, Paula’s Choice is debuting a 30-second “The Beautiful Game” commercial, highlighting the wide range of emotions soccer can evoke among fans — from joy to hope to disappointment — and how the brand’s hero products support the skin through it all.
Other personal care brands in the Unilever portfolio are also activating around the World Cup, with Dove, Lynx, Radox and Sure launching limited-edition, themed products to mark the occasion.