Paula’s Choice Is Taking Skincare to the World Cup
Skincare partnerships are usually predictable. Fashion weeks, wellness retreats, celebrity campaigns. Football? That one we did not see coming.
But Paula’s Choice is entering the world’s biggest sporting stage with a different perspective entirely. The science-backed skincare brand has officially been announced as an Official Sponsor of the FIFA World Cup 2026™ and FIFA Women’s World Cup 2027™, bringing skincare into a conversation traditionally dominated by performance metrics, match analysis, and moments of sporting glory.
And somehow, it makes perfect sense.
To mark the partnership, Paula’s Choice is launching its new global campaign, Proud Supporter of Your Skin—a campaign built around a simple but surprisingly overlooked idea: our skin experiences big moments too.
Football Isn’t Just Felt. It Shows.
The World Cup has never been a passive viewing experience. It is emotional. It is exhausting. It is celebrations at impossible hours, watching games across time zones, surviving heat, stress, adrenaline, and somehow ending up more invested than planned.
Paula’s Choice taps into exactly that.
At the centre of the campaign is The Beautiful Game, a hero film that shifts the conversation around beauty away from perfection and toward resilience. Rather than polished appearances, it focuses on what football actually looks like on the face—sun exposure, sweat, fatigue, emotional highs, nervous tension, and all the visible evidence that comes with caring deeply about something.
Because whether you are on the pitch or glued to your screen at 3AM, your skin knows.
With more than five billion global viewers expected for FIFA World Cup 2026™, this partnership places Paula’s Choice inside one of the world’s biggest collective cultural moments. Across changing climates, travel schedules, unpredictable weather, and marathon viewing sessions, the brand is positioning skincare as something more practical than aspirational: support that shows up when life gets intense.
As Faiz Ahmad, Chief Executive Officer at Paula’s Choice, puts it: performance exists everywhere—not just in athletes, but in fans and the environments they move through. Skincare becomes part of that broader performance mindset.
This Isn’t Paula’s Choice’s First Sports Era
If this feels like an unexpected pivot, it is actually part of a bigger story.
Paula’s Choice has been steadily investing in sport and women’s athletics, from collaborations with Seattle Reign FC in the NWSL to partnerships with athletes including WNBA top draft pick Azzi Fudd and rugby powerhouse Ilona Maher.
The FIFA partnership simply takes that conversation global.
And while football might seem worlds away from skincare routines, both industries have something in common: consistency matters more than perfection.
31 Years Later, Paula’s Choice Is Still Betting on Results
Alongside its FIFA announcement, Paula’s Choice is also celebrating a major milestone—31 years of science-backed skincare.
For over three decades, the brand has built its reputation on the belief that great skin is not created overnight. It comes from routines that work, products that perform, and showing up consistently through everyday life and major moments alike.
To celebrate, Paula’s Choice Malaysia is launching anniversary exclusives from 4–28 June, giving both loyal users and curious first-timers an excuse to restock.
Anniversary Promotions
15% OFF sitewide (no minimum spend)
20% OFF sitewide with minimum RM350 spend
25% OFF sitewide with minimum RM550 spend
Gifts With Purchase
Spend RM150
Receive complimentary 2% BHA Exfoliating Pads
Spend RM350
Receive a Paula’s Choice OOO Bottle Bag + travel-sized C5 Super Boost Eye Cream
Spend RM550
Receive a Paula’s Choice Summer Cooler Bag + travel-sized 5% Vitamin C Sheer Moisturizer SPF 50
Whether you are counting down to kickoff or simply trying to survive your own version of high-performance living, Paula’s Choice wants to make one thing clear: your skin is experiencing the moment too.
Available exclusively at Paula’s Choice Malaysia.
