The FIFA World Cup 2026 is about to kick off as Mexico and South Africa face each other in the opening match of the international tournament today, 11 June.
Taking place across the US, Canada and Mexico from 11 June to 19 July, the tournament sees 48 teams take to the pitches across 104 matches, and beauty is getting in on the action.
With a growing female fanbase and a plethora of marketing opportunities, beauty and self-care brands have wasted no time in tackling new product launch strategies, cross-industry partnerships and sponsorship opportunities to make sure they score some of the World Cup hype for themselves.
From Paula’s Choice to Dr. Squatch, read on to discover the best beauty partnerships and launches around the FIFA World Cup 2026.
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Fazit
Beauty patch brand and Taylor Swift-favourite Fazit, known for its glitter freckles and temporary make-up patches, has partnered with the United States Soccer Federation to launch a collection of limited edition football-inspired skus.
Soccer Speckles are a football-inspired take on the brand’s signature freckles, launching in a range of colour combinations to match eight international teams’ signature colourways, including Argentina, Brazil, England and Mexico.
U.S. Soccer Sunset Strips are a strip of red, white and blue stars to sit above the brows, while the US Soccer Starlet Strands – also red, white and blue stars – transfer onto hair.
Finally, Soccer Crest and Soccer Stripes offer a glittering alternative to Team USA face paint.
Fazit has also partnered with beauty lounge Blushington to launch its patches as an add-on service across Blushington’s lounge locations in New York City, Houston,and Boca Raton as fans get match day ready.
Paula’s Choice
Unilever-owner Paula’s Choice has been named the Official Skincare Sponsor of the FIFA World Cup 2026 and FIFA Women’s World Cup 2027.
The science-backed skin care brand has launched a new global campaign, ‘Proud Supporter of Your Skin’, which is promoting the efficacy of its range in “high-pressure environments”, such as the quadrennial global football tournament.
At the centre of the campaign is promotional film, The Beautiful Game, which sets out to “reframe beauty not as perfection, but as resilience and grit under pressure”, according to the brand.
To mark its partnership with the FIFA World Cup 2026, Paula’s Choice has introduced a new limited edition skin care set to get skin ‘game ready’.
The Starting Lineup Kit includes 2% BHA Liquid Exfoliant, Peptide Booster Moisturiser and Youth-Extending Daily Hydrating Fluid SPF 50, offering £46 worth of products for just £29.
Axe
Axe (also known as Lynx) has partnered with perfumers from fragrance houses Givaudan and IFF to launch three limited edition fine fragrances timed for the FIFA World Cup 2026.
The collection – designed to be worn individually or layered together – introduces new scents gourmand Marshmallow Smoke, fougère White Vetiver and fresh Indigo Haze, which has a gourmand twist.
Unilever-owned Axe has also partnered with collectible sticker company Panini to launch a scratch-and-sniff sticker of its limited edition scents.
Dr. Squatch
One of the FIFA World Cup 2026’s official sponsors, men’s personal care brand Dr. Squatch has introduced a limited edition bar soap to mark the event.
Available as a single bar ($8) or in a Hat-Trick Three-Pack ($24), Golden Glory features notes of bergamot, fresh cotton, leather and fresh woods, formulated with coconut oil, shea butter and kaolin clay.
The brand is also providing fans with a chance to win the ultimate FIFA World Cup 2026 experience through the Dr. Squatch FIFA World Cup 2026 Sweepstakes.
The winner of the grand prize will receive two tickets to the World Cup Final, a four-night hotel stay in New York City, US, and a US$1,600 travel money to spend.
Other prizes include two tickets to the semi-finals, gaming console packages and product vouchers.
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