Charlotte Tilbury has announced a new partnership with the cheerleading squad of the American football team the Dallas Cowboys – its first sports tie-up in the US.
As the official partner of the Dallas Cowboys Cheerleaders (DCC), the Puig-owned make-up, skin care and fragrance brand will create “magical moments” with the squad, known as America’s Sweethearts.
This will include producing social media content and collaborations with squad members, pop-up events and appearances as well as brand takeovers.
Charlotte Tilbury touch-up stations will also appear at the AT&T Stadium, the home of the Dallas Cowboys, during select home games, offering fans a beauty experience on gameday.
“Darlings, I am so thrilled to be the official beauty partner of the sensational, incredible, unstoppable Dallas Cowboy cheerleaders,” said Charlotte Tilbury MBE, President, Chairman, Chief Creative Officer, and founder of Charlotte Tilbury.
“They channel confidence, strength and empowerment, and, just like me, they understand that makeup has the transformative power to change your energy, so you can live a life without limits and pursue your biggest and boldest dreams.
“When you feel and look like the most confident, beautiful version of yourself, there is nothing you cannot do.
“The Dallas Cowboys Cheerleaders’ motto is ‘often imitated but never equalled’, which instantly resonated with me.
“I always say innovate, never imitate and dare to dream it, dare to believe it, dare to do it.
“Since day one, I have set out to disrupt and transform the beauty landscape, just as the DCC has done in the world of sport and entertainment.
“They have redefined cheerleading and revolutionised the popularity of the sport – they embody excellence in all its forms.
“That’s why our first ever sports partnership in the US is a winning match destined to inspire and excite millions.”
In the US, Charlotte Tilbury is stocked in Sephora and Ulta and in 2024 was ranked the number three make-up brand in the country, according to data from Circana.
It is not the first move in the sports world for Charlotte Tilbury.
Since 2024, the British-founded brand has partnered with the F1 Academy.
Commenting on the new partnership, Charlotte Jones, Co-Owner and Chief Brand Officer of the Dallas Cowboys, said: “The Dallas Cowboys Cheerleaders and Charlotte Tilbury [are] both instantly recognisable, unapologetically authentic and rooted in excellence.
“This first-of-its-kind partnership isn’t just about beauty products, it’s about aligning with a brand that shares our values of empowerment, self-expression, and high performance in all that we do.
“We are honoured to have the Dallas Cowboys Cheerleaders serve as a leading example of Charlotte Tilbury’s mission, one that encourages confidence, celebrates uniqueness and inspires women everywhere to be the best version of themselves.
“When women lift each other up, we do not just step – we leap into greatness.”
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