Charlotte Tilbury continues its foray into the world of sports. After the F1 paddocks, the luxury beauty brand, owned by the Spanish group Puig, is now entering the stadium. The company has become the first beauty partner of the Dallas Cowboys Cheerleaders (DCC), the cheerleading squad for the Dallas Cowboys American football team.
From F1 to the NFL, Charlotte Tilbury has just taken a giant leap forward.
After partnering with the female drivers of the F1 Academy, the brand has now secured a partnership deal in the very male-dominated world of American football with its biggest fans, who are firmly rooted in the sporting and cultural landscape of the United States: cheerleaders.
Charlotte Tilbury didn’t choose just any cheerleading team: it’s the Dallas Cowboys Cheerleaders (DCC), affectionately known as “America’s Sweethearts.” Since 1961, this group of 36 women has held high standards of dance technique, beauty, style, and athleticism.
Exclusive partnership
“America’s sweethearts become Charlotte Tilbury’s sweethearts,” said Charlotte Tilbury, CEO and creative director of the eponymous beauty brand, on social media about the Dallas Cowboys Cheerleaders.
The designer does not hesitate to describe its members as “sensational, unstoppable and inspiring” who, according to the team’s official website, “bring energy and enthusiasm to the field.”
Through this partnership, Charlotte Tilbury will provide makeup, skincare, and fragrance services to all members of the Dallas Cowboys Cheerleaders throughout the 2025-2026 NFL season.
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Featured photo: Charlotte Tilbury
