Charlotte Tilbury announces its first ever sports partnership in the US with the iconic Dallas Cowboys Cheerleaders, the National Football League (NFL) cheerleading squad for the Dallas Cowboys and the biggest franchise in the NFL.
The partnership represents both brands’ mission of bringing confidence and joy to all, along with a dedication to delivering unrivalled performance and next-level endurance – whether that’s on the field or through performance-driven beauty innovations. Echoing Charlotte’s global mission of empowerment and confidence for everyone everywhere, the partnership shines a light on one of the most iconic cheerleading squads in the world. The Dallas Cowboys Cheerleaders are a symbol of strength and empowerment, providing a source of delight, entertainment and inspiration for millions of fans globally. It also unites two powerhouse businesses led by visionary women: Charlotte Tilbury, President, Chairman, Chief Creative Officer and Founder of her eponymous beauty brand; and Charlotte Jones, Co-Owner and Chief Brand Officer of the Dallas Cowboys. Together, they share a mutual passion of championing women and giving them a platform to inspire.
As the DCC’s beauty partner for makeup, skincare and fragrance, Charlotte Tilbury will bring the exciting new partnership to life with dedicated social media content and collaborations with superstar squad members. It will also include unmissable pop-up events and appearances, and brand takeovers, so that they can feel and look like the most confident versions of themselves on and off the field. Charlotte Tilbury touch-up stations will be available at AT&T Stadium during select Cowboys home games, offering fans a fun and elevated beauty experience to enjoy on gameday.
The partnership aims to bring Charlotte’s message of empowerment to the NFL fans around the world. It will be an important opportunity to introduce the magical world of Charlotte Tilbury to America’s largest sports stage, so that even more people can unlock the magic of confidence through the transformative power of makeup, skincare and fragrance. Available in Sephora and Ulta stores across North America, the US is a key market for Charlotte Tilbury.
Charlotte Tilbury MBE, President, Chairman, Chief Creative Officer, and Founder of Charlotte Tilbury, said:
“Darlings, I am so thrilled to be the OFFICIAL BEAUTY PARTNER of the sensational, incredible, unstoppable DALLAS COWBOYS CHEERLEADERS! 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.
I cannot wait to bring the MAGIC of CHARLOTTE TILBURY to AMERICA’S BIGGEST SPORTS STAGE and create so many magical moments with the Dallas Cowboys Cheerleaders.
I cannot wait for America’s Sweethearts to become Charlotte Tilbury Darlings!”
Charlotte Jones, Co-Owner and Chief Brand Officer, Dallas Cowboys, said:
“The Dallas Cowboys Cheerleaders and Charlotte Tilbury – both instantly recognizable, 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 honored 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 don’t just step – we leap into greatness.”
The partnership with The Dallas Cowboys Cheerleaders is Charlotte Tilbury’s latest move into the world of sport, following its landmark partnership with F1 ACADEMY™, which supports young female racing drivers. Charlotte Tilbury is the first ever beauty brand and female-founded brand to sponsor the Academy and the collaboration sets out to empower the next generation of young women in motorsport. This propels Charlotte’s mission to unlock the magic of confidence in everyone, everywhere so that they can makeup their destiny.
