Charlotte Tilbury Teams Up with Dallas Cowboys Cheerleaders in First-Ever US Sports Partnership

THE WHAT? Luxury beauty brand Charlotte Tilbury has named the Dallas Cowboys Cheerleaders (DCC) as its first-ever sports partner in the United States. The partnership will see the cheer squad act as brand ambassadors for Tilbury’s makeup, skincare and fragrance lines, with activations planned both on and off the field.

THE DETAILS The collaboration brings together two powerful female-led brands known for performance and empowerment. Charlotte Tilbury—ranked the #3 makeup brand in the US in 2024—will supply DCC members with products and create exclusive digital content, pop-up experiences, and gameday touch-up stations at AT&T Stadium. The initiative aims to introduce the “Tilbury Feeling” to the NFL’s massive fan base and reinforce the brand’s growing footprint in North America via its presence in Sephora and Ulta.

This marks Charlotte Tilbury’s second sports-related initiative following its partnership with F1 Academy™, and is the brand’s first official foray into American sports culture. Both Charlotte Tilbury and Charlotte Jones, Co-Owner and Chief Brand Officer of the Dallas Cowboys, emphasised shared values of empowerment, performance, and championing women.

THE WHY?  This partnership strategically positions Charlotte Tilbury on America’s biggest sports stage, leveraging the DCC’s global recognition to expand brand visibility and consumer engagement in the key US market. By aligning with a team that symbolizes female strength and spectacle, the brand reinforces its mission of empowering confidence through beauty—cementing itself as a leader not just in cosmetics, but in cultural relevance.

Source: PR Newswire

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