L’Oréal Paris has made its first move into the women’s esports industry through a one-time collaboration with the Brazilian organisation FURIA. Rather than a long-term sponsorship deal, the initiative serves as a strategic entry point for the brand to “test the waters” within the competitive gaming ecosystem.
Centred on the Casting Creme Gloss product line, the campaign featured the organisation’s female Counter-Strike 2 (CS2) team and prominent creator Sofia Espanha, targeting Brazil’s female gamer demographic.
The collaboration reached its peak with a “girls’ night” live stream on Twitch on 25 April 2026. Hosted by Sofia Espanha, the broadcast focused on the “In Real Life” (IRL) format, showing FURIA’s professional players incorporating hair colour rituals into their routine at the organisation’s office. This experimental campaign aimed to align the beauty brand with the lifestyle of female gamers, moving beyond traditional advertising and into direct community engagement through TikTok and live streaming platforms.
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“We identified the gamer universe as a potent territory to expand the conversation about beauty and expression,” said Maíra da Matta, Director of L’Oréal Paris in Brazil. “When we talk about performance, in the game or in the product, we are talking about confidence.”
The activation serves as a commercial boost for the female competitive scene, which has recently faced structural challenges including reduced investments and tournament cancellations. Diogo Gandra, Head of Business Development at FURIA, highlighted that the organisation has maintained a long-term commitment to its female esports divisions since 2019, and the addition of a non-endemic partner like L’Oréal Paris is seen as a validation of that strategy.
Through this partnership, L’Oréal Paris places itself as a supporter of female representation in high-performance spaces. For FURIA, the deal represents a step towards a more diverse commercial ecosystem.
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