World Cup 2026 fuels fashion and beauty trends on TikTok

TikTok data shows that the 2026 FIFA World Cup has triggered a surge in beauty and fashion searches among Brazilian users. Queries for “make Copa do Mundo Brasil 2026” rose 485%, “look Copa do Mundo” 249% and “unhas Copa do Mundo 2026” 163% compared with the week before Brazil’s opening match. The platform reports roughly 7‑10 million World Cup‑related videos posted worldwide since 11 June, covering makeup, hairstyles, snack ideas and travel.

The tournament also inspired viral cultural moments such as the nicknames “great American sleepover,” “Braziladelphia” and a 1,579% spike in searches for “Scotland in Miami.” In Barcelona, Brazilian fitness influencer Emelly Sousa fulfilled a promise made during the competition by tattooing the face of forward Vinícius Júnior on her ribcage after Brazil reached the round of‑16.

Fashion outlets have compiled “Brasilcore” style guides, showcasing outfits that blend Brazil’s national colours with everyday apparel—from colour‑blocked blazers to tropical prints—allowing fans to celebrate the event without wearing the official jersey. These trends illustrate how a major sporting event can shape global social‑media content, consumer behaviour and personal style.