When it comes to Texas-sized moments, it is hard to top a collaboration that combines beauty, sports, and a dose of Lone Star State glamour. The Dallas Cowboys Cheerleaders (DCC), already fresh off the success of their hit Netflix series America's Sweethearts: Dallas Cowboys Cheerleaders, are stepping up their game this season with makeup powerhouse Charlotte Tilbury.
Charlotte Tilbury, the global luxury beauty brand founded by Charlotte Tilbury MBE, announced its first US sports partnership with the DCC. It is a match that feels undeniable: the DCC are icons of performance and entertainment, while Tilbury's brand is known for confidence and transformation. Now the duo is bringing beauty to one of the country's biggest sports stages.
"Darlings, I am so thrilled to be the official beauty partner of the sensational, incredible, unstoppable Dallas Cowboys Cheerleaders," Tilbury said. "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."
Over the years, the Dallas Cowboys Cheerleaders have evolved into more than just a football sideline act. With millions of fans worldwide, a history that spans decades, and now a hit television show thanks to Netflix, they have redefined what it means to be cheerleaders. Their motto, "often imitated but never equaled," resonated instantly with Tilbury. "I always say innovate, never imitate, and dare to dream it, dare to believe it, dare to do it," she said. "That is why our first-ever sports partnership in the US is a winning match destined to inspire and excite millions."
This season, fans can look forward to Charlotte Tilbury touch-up stations at AT&T Stadium, giving fans a Texas-style gameday glam moment. Social media collaborations, appearances, and pop-ups are also on the horizon, all designed to highlight the confidence-boosting connection between Tilbury and the DCC.
Charlotte Jones, co-owner and chief brand officer of the Dallas Cowboys, sees the collaboration as a natural fit. "The Dallas Cowboys Cheerleaders and Charlotte Tilbury are both instantly recognizable, unapologetically authentic, and rooted in excellence," Jones said. "This first-of-its-kind partnership is not just about beauty products; it is about aligning with a brand that shares our values of empowerment, self-expression, and high performance in all that we do. When women lift each other up, we do not just step; we leap into greatness."
The America's Sweethearts look
Tilbury designed a signature "America's Sweethearts" look for the squad. The routine-proof style combines her Airbrush Flawless system for complexion, Pillow Talk shades for eyes, lips, and cheeks, and a touch of Hollywood glow wands. Mascara delivers the drama, while her Pillow Talk lip liner and lipstick seal the look with a polished finish.
"It is an effortlessly polished look that the girls can trust to perform as flawlessly as they do," Tilbury said. "And anyone can recreate it at home."
Makeup that beats the Texas heat
Performing in Texas weather means makeup has to work as hard as the 36 squad members themselves. "The Dallas Cowboys Cheerleaders often perform extensive routines in hot and humid climates, so one of the most important things about their makeup is that it is hardworking and long-lasting, without the need for constant touch-ups," Tilbury explained.
Her solution starts with Magic Cream to prep the skin, followed by her Airbrush Flawless Foundation, powder, and setting spray to lock in the look. The products are designed to resist sweat, humidity, and long days under stadium lights. "Whether it is at a halftime appearance or post-game celebration, the squad will be looking and feeling flawless," she said.
More than makeup
For Tilbury, their partnership is about exuding confidence and empowerment, which DCC and the makeup brand both embody. "These women are athletes at the top of their game, demonstrating dedication, excellence, and innovation in everything they do," Tilbury said. "They exude such confidence, strength, and empowerment, and, just like me, they understand that makeup has the transformative power to change your energy and help you pursue your biggest dreams."
The partnership also combines two iconic brands led by hardworking women. Tilbury herself and Charlotte Jones of the Cowboys share a commitment to uplifting women. "She is one of the most visionary, prominent, and impactful women in American sports, and we share more than a name," Tilbury said. "We both share a passion for championing women and giving them a platform to inspire and empower themselves and millions of others around the world."
A Texas touch
No only-in-Texas story would be complete without boots. Lucchese Bootmaker, the official boot of the Dallas Cowboys, recently unveiled a new collection that includes a boot inspired by the Dallas Cowboys Cheerleaders themselves. The Gina in Crinkle Patent pairs sleek design with the signature Cowboys Star, a nod to the squad's enduring legacy. It is another way the DCC continues to influence culture, both on and off the field.
From boots to beauty, the Dallas Cowboys Cheerleaders are proving they can own any stage. And with Charlotte Tilbury's touch, America's Sweethearts are more dazzling than ever.