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.
As Teen Vogue reports, 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. And with “America’s Team,” no less.
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.
As Tilbury herself announced on her website, “Darlings, I am so thrilled to be the first official beauty partner of the sensational, unstoppable, inspirational Dallas Cowboys Cheerleaders! Together with the visionary Charlotte Jones, Executive Vice President and Chief Brand Officer, and fearless Director Kelli Finglass, this group of iconic women represent confidence, strength and empowerment! Like me, they understand that makeup has the transformative power to change your energy, so you can live a life without limits and pursue your biggest and boldest dreams! I always say, dare to dream it, dare to believe it, dare to do it! Stay tuned for so many magical moments on the field and behind the scenes with the Dallas Cowboys Cheerleaders!”
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