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3d ago

Charlotte Tilbury Enlists Dallas Cowboys Cheerleaders in First U.S. Sports Collaboration

Named the Charlotte Tilbury Darlings, the squad will wear the brand’s signature makeup on the field to promote women’s empowerment.

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Overview

  • The Dallas Cowboys Cheerleaders partnership marks Charlotte Tilbury’s debut in U.S. sports marketing as the brand’s “Darlings” prepare for the upcoming NFL season.
  • Cheerleaders will showcase Tilbury’s Airbrush Collection, Hollywood Contour Wands, Magic Cream, Miracle Moisturizer and Invisible UV Flawless Poreless Primer SPF 50 during game appearances.
  • The collaboration builds on Tilbury’s mission to boost women’s confidence through beauty, with co-owner Charlotte Jones calling the squad an exemplar of empowerment.
  • The cheerleading team’s Netflix docuseries “America’s Sweethearts: Dallas Cowboys Cheerleaders” drew 2.3 million views in four days, amplifying the squad’s visibility ahead of the new partnership.
  • In 2024, Circana ranked Charlotte Tilbury as the third top makeup brand in the U.S., and the company has been majority-owned by Puig since 2020.