People tend to go to a Dallas Cowboys game not just to see the touchdowns—they’re also there to watch the iconic Dallas Cowboys Cheerleaders (DCC). The famously glamorous squad is about to look even more fabulous thanks to Charlotte Tilbury’s debut US sports partnership as the first official beauty partner of the DCC.

“Playing a part in empowering these remarkable young women to break barriers within sport and beyond with our first ever sports partnership in the US is a truly magical moment for me,” says Charlotte Tilbury, President, Chairman, Chief Creative Officer and Founder of her eponymous beauty brand. “I am incredibly passionate about women pursuing their dreams, feeling their most confident and thinking limitlessly. The DCC are athletes at the top of their game demonstrating dedication, excellence and innovation in all they do—qualities that resonate strongly with me. They are one of the most iconic and storied sports franchises in the world and today America’s Sweethearts have officially become Charlotte Tilbury Darlings!”

As their official beauty partner, Charlotte Tilbury will provide color and complexion cosmetics, skincare and fragrance. “This is the perfect opportunity to introduce the magical world of Charlotte Tilbury to America’s largest sports stage, so that even more people can discover the transformative power of makeup, skincare and fragrance and unlock the magic of confidence,” Tilbury says. “I cannot wait to bring my message of empowerment to the NFL’s millions of fans around the world. Everyone deserves that Tilbury feeling.”

The partnership is an easy fit in many ways, uniting two powerful businesses led by women in male-dominated worlds. “I think it’s something we’re both proud of, but what really brought us together is how both teams lead with heart and always aim to bring something meaningful to the table,” says Charlotte Jones, Co-Owner and Chief Brand Officer of the Dallas Cowboys. “We’re both all about creating opportunities and experiences that resonate with people. That’s what made this partnership feel like such a natural fit—coming together around a shared purpose and making a positive impact in a way that feels authentic to both sides.”

By joining forces, the brands can work together to achieve their mission of spreading confidence and joy. “The Dallas Cowboys Cheerleaders have always stood for confidence and empowerment, both on and off the field,” Jones says. “With so many girls and women around the world looking up to them as role models, we believe this partnership with Charlotte Tilbury reinforces a powerful message: be who you want to be. It’s about feeling your best, owning your presence and uplifting others to do the same. When women have that kind of confidence, they carry it into every part of their lives. It shapes how they face challenges, how they treat others and how they see themselves in the world. Confidence built early becomes a foundation for a lifetime of resilience, leadership and self-worth.”

The partnership will go beyond the football field with dedicated social media content, collaborations with squad members, pop-up events and appearances, as well as brand takeovers. Additionally, Charlotte Tilbury touch-up stations will be available at AT&T Stadium during select Cowboys home games so that fans can get in on the action on game days.

“We’re very excited about the content we’re rolling out on social media this season,” Jones says. “It’s all about empowerment, energy and a little bit of glam—things our DCC community truly connects with. We’ll celebrate the women of the Dallas Cowboys Cheerleaders with a feature called Darling of the Month. Each month, one of our cheerleaders will give fans a closer look at who she is beyond the uniform. For those who love beauty content, we’re also launching special ‘Get Ready/Get Unready With Me’ tips and tricks videos. It’s a great way to bring fans into the Dallas Cowboys Cheerleaders beauty routine, with some of our favorite Charlotte Tilbury products in the spotlight.”

One of Jones’s favorite elements of the partnership is what they’re doing with the locker room at AT&T Stadium. “Charlotte Tilbury is adding their touch with products and branding, but what really makes it special is how personal it is for the girls,” Jones says. “Each locker will have a QR code that links to a video of the cheerleader sharing something about what makes her feel strong, motivated and fuels her sense of purpose. It’s such a unique way to let fans that tour the space see the heart behind the team and celebrate each girl as an individual.”

Tilbury will personally work with the squad to design their makeup look for the 2025/2026 NFL season and match them with products. “I spent so long poring over their archives and performances,” Tilbury says. “The DCC’s style is rooted in classic, timeless Americana and so many of those cues are synonymous with the all-American beauties I’ve worked with throughout my career, from the beachy, bronzed goddess glow of Jennifer Aniston to the classic, perfect nude pout of Cindy Crawford. When you think of timeless beauty, you think of the DCC—they’ve earned the title of America’s Sweethearts for a reason.”

It’s also a testimonial to the products that they can withstand the high action and energy of the DCC. Lasting through cheering and sweating is the ultimate endurance test. “I wanted to create looks for the team that not only complimented each girl’s features but that they could trust to work just as hard as they do in the Dallas heat, and my Airbush collection is perfect for when you need high-performance makeup,” Tilbury says. “Whether it’s at a big event or halftime appearances, they will unlock the magic of confidence with my high-performance formulas, including my budge-proof, transfer-proof Airbrush Flawless Foundation, my complexion-perfecting Airbrush Flawless Finish and arena-light glow-enhancing Hollywood Flawless Filter, universally flattering Pillow Talk Lip Cheats and lipsticks, my sweat-proof Exagger-Eyes Volume Mascara and, of course, my viral sensation Airbrush Setting Spray to set their flawless looks. Darling, these beauty icons are cheer-proof and will keep these incredible women glowing throughout the NFL season!”

Long before the partnership became official, Tilbury has been inspired by the DCC for decades. “They showcase the ultimate glamour, high fashion and style alongside performance, precision and endurance,” she says. “Looking through their archives all the way back to the 1970s, when the club was formed, was like a treasure trove. I saw so many iconic visual references that I had built into the core looks of my brand—from femme fatale smokey eyes to perfect Bardot nude pouts. Even the legendary DCC star aligns so perfectly with the hand-drawn star found on every single one of my products—I believe everyone deserves to shine bright like a star with the magic of confidence.”

The powerful partnership is one that offers many takeaways for both brands and leaders. “We’re looking forward to learning from Charlotte Tilbury’s bold, fresh perspective on beauty and the way they use it as a tool for self-expression,” Jones says. “In turn, we hope to share how the Dallas Cowboys Cheerleaders uplift others whether through our performances, outreach or the strong sisterhood at the core of what we do. When women support each other, incredible things happen. It sparks a ripple effect that breaks down barriers, builds connection and redefines what’s possible. That’s the kind of shared energy we believe in, and we’re excited to grow from it together.”

Tilbury adds, “One of the many things I love about this partnership is that it unites two global businesses led by women. I’ve admired Charlotte’s work within the Dallas Cowboys organization for such a long time, especially how she has worked alongside Kelli [Finglass, the director of the DCC] to scale the DCC’s footprint into a global sports franchise, amplified by the resounding success of their Netflix docuseries. She is one of the most visionary, prominent and impactful women in American sports. And we don’t just share a name, darling! Both Charlotte and I share a passion and dedication to championing women and giving them a global platform to inspire and empower themselves and millions of others around the world. To be able to work with these women and create bespoke looks for each of them makes me so proud!”