Dallas Cowboys Cheerleaders’ new partnership with Charlotte Tilbury
In a bold fusion of beauty and athleticism, two cultural powerhouses have come together for a game-changing collaboration: Charlotte Tilbury has officially partnered with the Dallas Cowboys Cheerleaders (DCC), becoming the team’s exclusive beauty partner for makeup, skincare, and fragrance.
The move marks Charlotte Tilbury’s first sports partnership in the U.S. — and it’s one that’s already dazzling fans on and off the field.
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Aside from the team known as “America’s Sweethearts,” the squad amplified in popularity even more after Netflix’s premiere of its documentary with that same name. It provided an inside look into the blood, sweat, tears (and jump splits) each rookie and veteran candidate underwent during auditions and training camp. It’s more than just the pompoms and fringe-studded uniforms; it’s a fierce process that each candidate has to fervently prepare for.
Makeovers occur during training camp, where each candidate heads to a salon for a hair and makeup refresh. This includes experimenting with colors that’ll flatter each girl the most and even changing up hair color if it’s recommended for their overall look.
Alas, we enter the new Charlotte Tilbury partnership with DCC. Announced in early June, the partnership brings together the globally beloved luxury beauty brand and one of the most iconic cheer squads in sports history. More than just a branding move, it’s a shared mission of confidence, performance, and empowerment. From flawless foundation to high-impact routines, both Charlotte Tilbury and the DCC represent excellence, resilience, and a devotion to self-expression.
“This is a truly magical moment for me, darling!” Charlotte Tilbury, president, chairman, chief creative officer, and founder of the eponymous brand, exclusively shared with Post Wanted. “The Dallas Cowboys Cheerleaders channel confidence, strength, and empowerment, and just like me, they understand that makeup has the transformative power to change your energy, so you can pursue your biggest and boldest dreams.”
Beauty that performs under pressure
The cheerleaders will now take the field powered by some of Charlotte’s most iconic, high-performance products. Known for their physically demanding routines and on-camera poise, the DCC requires products that go the distance — something Tilbury’s team was more than ready to deliver.
“This is makeup you can dance and cheer all day and night in, that feels light-as-air and stays flawless. I have curated a beauty wardrobe of cheer-proof beauty icons that are the perfect fit for the DCC. This is high-performance beauty for high-performance athletes; exemplified. ”
Charlotte Tilbury, exclusively shared with Post Wanted
Among the squad’s new beauty must-haves? The Airbrush Flawless Foundation and Airbrush Flawless Setting Spray, both designed for durability without sacrificing glam. “This is high-performance beauty for high-performance athletes,” said Tilbury. “My setting spray is your cheerleader, darling! It weightlessly sets makeup for up to 16 hours — perfect for game days under the Texas sun.”
Also on heavy rotation: Tilbury’s viral Hollywood Contour Wands and Beauty Light Wands, which promise that signature “Tilbury glow” under stadium lights. “They’ll look like they’re being followed by spotlights,” she laughed, noting that these luminous tools are made to withstand intense physical performance while enhancing natural beauty.
The collaboration will go far beyond product placement. Fans can expect exclusive social content featuring superstar cheerleaders, brand activations at Cowboys home games, and even Charlotte Tilbury touch-up stations at AT&T Stadium. The goal? To let fans experience a slice of the Tilbury magic for themselves.
“This isn’t just about beauty products,” Charlotte Jones, co-owner and chief brand officer of the Dallas Cowboys, said in a press release. “It’s about aligning with a brand that shares our values of empowerment, self-expression, and excellence. When women lift each other up, we don’t just step — we leap into greatness.”
It’s a sentiment echoed by Tilbury herself, who sees this as more than a beauty deal—it’s about championing women in all arenas, from the red carpet to the football field. “As a female founder, I’m so proud to support these remarkable young women and to create the looks that will define the 2025–2026 season.”
Beyond the sidelines
The partnership also reflects Charlotte Tilbury’s expanding presence in the world of sports. This comes on the heels of the brand’s groundbreaking sponsorship of F1 ACADEMY, a female-only racing series, where Tilbury became the first beauty brand and female-founded business to back a global motorsport venture.
With the DCC deal, Charlotte Tilbury continues to disrupt expectations, blending beauty and sport in a way that feels both fresh and empowering. It’s a move that introduces the brand to new audiences while reinforcing its mission to democratize beauty, boost confidence, and inspire women everywhere to dream big.
The Dallas Cowboys Cheerleaders are no strangers to the spotlight. With decades of pop culture relevance — spanning everything from Netflix’s hit docu-series “America’s Sweethearts” to their appearances on USO tours — they’ve proven time and again that they’re more than just performers; they’re ambassadors of the American spirit.
By teaming up with Charlotte Tilbury, the DCC is stepping into a new era: one where the lines between sport, fashion, and beauty blur in the best way possible. It’s not just about looking good under the lights; it’s about feeling empowered to shine in every arena.
So, whether it’s on the field, backstage, or in front of the cameras, one thing is clear: America’s Sweethearts have officially become Charlotte Tilbury Darlings.
Tilbury touchdowns: Fan-favorite products used by the DCC
Charlotte Tilbury Airbrush Flawless Foundation
The Airbrush Flawless Foundation is transfer-proof and blurring, for game-day-ready skin.
The Charlotte Tilbury Airbrush Flawless Foundation offers full coverage with a natural matte finish, designed to blur imperfections and create a smooth, airbrushed look. It’s one of the best full-coverage foundations we tested and helps hydrate, reduce the appearance of wrinkles, and improve skin over time.
Meet the makeup that won’t melt under pressure. The Charlotte Tilbury Airbrush Flawless Setting Spray is a lightweight, hydrating mist that locks makeup in place for up to 16 hours to ensure a fresh, airbrushed finish without fading or creasing.
Soft-sculpted cheekbones with star-worthy definition is every Dallas Cowboys Cheerleader’s secret for on-the-field glam. It’s made possible by the Charlotte Tilbury Hollywood Contour Wand, the handheld, buildable contouring product that doesn’t belong on the sidelines of your shopping cart.
Similar to the cult-favorite Hollywood Contour Wand, the Beauty Light Wand boasts a dewy, lit-from-within glow that lasts all day. It’s available in a bunch of colors to choose from and layers beautifully on top of the Airbrush Flawless Foundation.
The backstage essential that preps and plumps skin before glam is, undoubtedly, the Magic Cream. It’s an investment, but formulated with hyaluronic acid, vitamin C, vitamin E and peptides that work in tandem to plump and prime the skin for a radiant, dewy finish.
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This article was written by Victoria Giardina, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include testing the best vitamin C serums on the market, and a rinse-and-repeat review of the best shampoos of 2025. Victoria, who received a beauty industry essentials certification from the Fashion Institute of Technology, has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.
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