Paula's Choice has been appointed as an official sponsor of the FIFA World Cup 2026 and FIFA Women's World Cup 2027.

The skincare brand has launched its global campaign, Proud Supporter of Your Skin, which includes the hero film The Beautiful Game. The campaign focuses on the visible effects of the game on fans and athletes, including sun exposure, sweat, and emotional stress.

The FIFA World Cup 2026 is expected to attract more than 5 billion viewers globally. The tournament will take place across the USA, Canada, and Mexico, spanning multiple climates and time zones.

The campaign will run across out-of-home, digital, and social channels. A brand activation is planned for Los Angeles during the tournament.