Courtesy of the brand.

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.”

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.

With this collaboration, fans should expect to see more than just glam moments while the dancers are performing on the field. This collaboration will roll out exclusive social content with the cheerleaders, surprise brand pop-ups, and game-day touch-up stations at AT&T Stadium, where fans can indulge in a bit of Tilbury magic.

“The Dallas Cowboys Cheerleaders’ motto is ‘often imitated but never equalled’, which instantly resonated with me,” Tilbury said in a press release. “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 revolutionized 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.”

It’s not Tilbury’s first foray into sport—her recent collaboration with F1 Academy™ put young female racers in the beauty spotlight—but this latest move brings her message of empowerment to an entirely new stage: the NFL.

So whether you’re watching the Cowboys charge down the field or the DCC dazzle in formation, expect one thing — every cheer, every step, every smile will now come with a little extra Tilbury glow.

Originally Appeared on Teen Vogue

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