Paula’s Choice x FIFA: A Unique Pop-Up Store in Le Marais
Skin assessments, immersive experiences, and exclusive surprises: Paula’s Choice is transforming Rue de Turenne into a beauty playground from June 17 to 21.
Soccer and skincare have rarely crossed paths. Yet this summer, Paula’s Choice is proving that the two worlds have more in common than meets the eye. A few weeks after announcing its global partnership as the Official Skincare Sponsor of the 2026 FIFA World Cup and the 2027 FIFA Women’s World Cup, the American brand is setting up shop in the heart of the Marais with a pop-up event created in collaboration with Sephora France.
A playground for the skin
From June 17 to 21, Paula’s Choice is setting up shop on Rue de Turenne with a pop-up store designed around its “Official Supporter of Your Skin” campaign . In a setting inspired by the world of soccer, the brand invites visitors to discover its skincare expertise through a series of fun and interactive experiences. A revamped penalty shootout will offer the chance to win various prizes, while a memory game featuring the brand’s colors will give participants the opportunity to win travel-size products. The most competitive visitors can also try their luck at a claw machine filled with exclusive gifts.
The realm of the famous BHA exfoliant
It’s impossible to talk about Paula’s Choice without mentioning its famous 2% BHA Exfoliating Lotion, which has become a staple among skincare enthusiasts over the years. For the occasion, the brand has dedicated a space to it called “Paula’s Royal, ” where visitors can strike a pose in a setting inspired by this cult-favorite product. It’s also a chance to discover several of the best-sellers that have contributed to Paula’s Choice’s international reputation and continue to appeal to fans of effective, science-based skincare routines.
A summer getaway in Le Marais
To extend the experience, Paula’s Choice has planned several events throughout the week. 5-kilometer Running Clubs will bring together sports and skincare enthusiasts in a friendly atmosphere, whilea special Fête de la Musiqueevent will liven up the venue on June 21 with a DJ set organized in partnership with La Java.
Between events, visitors can also take a break at Café Nuances, which has been invited to put a new spin on the traditional halftime break with a selection of artisanal coffees. It’s a very Parisian way to celebrate the arrival of summer.
When beauty meets performance
This pop-up perfectly illustrates Paula’s Choice’s new direction. Through its partnership with FIFA, the brand champions a vision of beauty that focuses more on performance, endurance, and resilience than on perfection. This philosophy is encapsulated in its “Official Supporter of Your Skin” campaign, which will accompany major soccer events in the coming years.
