GAME FACE: Ilia Beauty has teamed with the Paris Saint-Germain women’s soccer club to become its official hybrid makeup partner until 2026.

The move comes as beauty brands push further into the world of sport, playing on their common focus on health and well-being.

“The collaboration reflects the organizations’ shared values of integrity, commitment and boundlessness — with the ultimate goal of empowering women to compete at the highest level of sport,” Ilia and PSG said jointly in a statement.

“Paris holds a special place in my heart, having lived and worked in Europe for a number of years,” said Ilia founder Sasha Plavsic. “Coming from a family of athletes, I understand the dedication and the painstaking work ethic that is required of an athlete. 

“At Ilia, our mission has always been to protect and revive the skin, introducing thoughtful ingredients and formulas to achieve maximum product performance,” she continued. “We’ve found a partner in Paris Saint-Germain to tell the story of no-compromise performance for women, and I look forward to watching that story unfold this season and next.”

“This partnership with Ilia is fully in line with our vision of promoting excellence, encouraging empowerment and innovating in the development of our brand,” continued Nicola Ibbetson, Paris Saint-Germain Global partnership director. “Ilia shares these values and brings an inspiring perspective on self-confidence and performance. Together, we want to build much more than a partnership: We want to create a positive and committed dynamic for women’s football.” 

PSG’s women section has incubated a number of top international soccer stars, including Formiga, Cristiane, Laura Georges and Sakina Karchaoui.

Beyond soccer, Formula 1 is another sport strengthening links with beauty brands, including Charlotte Tilbury, Rochas, Liquid I.V. and Elemis.