In a bold, first-of-its-kind move into the world of American sports, British beauty brand Charlotte Tilbury has announced a new partnership with the Dallas Cowboys Cheerleaders (DCC), becoming their first-ever official beauty partner. The partnership marks a landmark moment for both the beauty house and iconic cheerleading squad. The DCC have been a notable cheer team throughout the last century — mostly after the Dallas Cowboys were coined “America's Team,” which led to their cheerleaders becoming “America's Sweethearts.” After several years on Country Music Television (CMT), their popular show Dallas Cowboys Cheerleaders: Making the Team was transferred to Netflix where it's now known as just “America's Sweethearts: Dallas Cowboys Cheerleaders.”
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After going viral during season one, this partnership is right on time with season 2 of the docuseries arriving on June 18th. The union is a meeting of two visionary, women-led powerhouses: Charlotte Tilbury MBE, founder and Chief Creative Officer of her namesake beauty brand, and Charlotte Jones, Executive Vice President and Chief Brand Officer of the Dallas Cowboys and the DCC. Together, they share a mission to “empower, celebrate self-expression, and high performance.” The team is also led by head coach Kelly Fineglass and lead choreographer Judy Trammell, who are key figures in the original and Netflix series.
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