Every four years, something special happens. Flags appear in windows, football shirts return to the streets and conversations begin with one familiar question:
Who are you supporting?
The answer is not always simple.
At Sherry’s Cosmetics, these stories feel familiar. Every day, we work with beauty retailers, salons and professionals who serve people from many different backgrounds. Our community speaks different languages and carries roots from across the world.
Behind every answer, there is a story. A story about family, identity, memories and belonging.
Some people support the country where they live. Others cheer for the country where they were born or where their family comes from. Many proudly support more than one team.
The World Cup gives us a moment to celebrate that diversity together.
More Than a Team
Supporting a country can mean much more than hoping for a victory. A national anthem may bring back memories of home, while a football shirt can represent family, identity and belonging.
The match may last 90 minutes, but the experience often starts much earlier.
Families prepare familiar dishes, friends arrive wearing national colours and music fills the room before kick-off. Some watch at home with relatives, while others meet at a local café or connect with loved ones abroad.
For people who grew up between different cultures, football can bring several parts of their identity together. You can proudly celebrate both the country you call home and the country of your family’s roots. You may support both teams throughout the tournament. However, choosing a side becomes much harder when they meet on the pitch..
Every family and community celebrates differently. Yet the feeling remains familiar: football gives people a reason to gather, share their traditions and create memories together.
Where Different Communities Meet
Beauty stores and salons also hold a special place within multicultural communities.
They are places where customers recognise familiar brands, languages and faces. People exchange advice, discuss what is happening in the neighbourhood and share news about their families. Sometimes, they also debate football.
A casual question about the next match can reveal an unexpected connection. A customer and shopkeeper may discover that their families come from the same city. Two customers may support rival teams but share the same match-day traditions.
These moments may seem small. However, they help turn local businesses into places where people feel welcome and understood.
That sense of familiarity has always mattered to Sherry’s Cosmetics. We do not only distribute beauty products. We support the retailers and professionals who serve these communities every day.
Making Every Story Feel Welcome
The 2026 World Cup brings together 48 teams across Canada, Mexico and the United States. Around the tournament, official fan events combine football with music, entertainment and local culture. The celebration reaches far beyond the stadiums.
That same spirit can appear in our local shops, salons and neighbourhoods
It could begin with a simple conversation about the countries customers support. A small collection of flags, personal stories or match-day traditions can reveal how international one local community truly is.
There is no need for an elaborate campaign. Genuine participation often starts with curiosity and a willingness to listen.
The most meaningful stories may come from someone supporting their parents’ country for the first time. They may come from a family divided between two teams. Or they may come from a supporter who simply fell in love with another country’s spirit and style of play.
Every reason is different. Every story deserves a place.
Our Roots, Our Teams
Only one country can lift the trophy. Still, every team brings people together in its own way.
At Sherry’s Cosmetics, we are proud of the diversity within our community. Behind the retailers, salons and customers we work with, there are countless countries, traditions and family stories.
During this World Cup, we would love to discover more of them.
Which country are you supporting? Is it the country where you live, the country of your roots or perhaps both? What does match day look like in your family or community?
Follow Sherry’s Cosmetics on Instagram and share your story with us. Tell us which country you are supporting or tag us in your World Cup moments. We would love to celebrate the people behind the teams.
Different roots. Different teams. One community.
Are you a beauty retailer or professional?
Become part of the Sherry’s Cosmetics community and discover how we support beauty businesses across Europe.
