Charlotte Tilbury will be taking the field this upcoming football season.

The award-winning skincare and makeup brand, headed by the namesake celebrity artist and entrepreneur, has teamed up with the Dallas Cowboys Chearleaders (DCC) to create the Charlotte Tilbury Darlings. This groundbreaking partnership is the first of its kind for Charlotte Tilbury, marking a major power move for the British cosmetics company founded in 2013 as the industry continues to join hands with the world of professional sports.

DCC fans can expect to see the cheerleaders dolled up in Tilbury’s line of long-lasting products, including her Airbrush collection, Hollywood Countour Wands, Magic Cream, miracle moisturizer and Invisible UV Flawless Poreless Primer SPF 50.

The collaboration comes about a year after the NFL cheerleading squad was spotlighted in a tell-all documentary on Netflix, which amassed 2.3 million views in just four days. The seven-episode series, entitled “America’s Sweethearts: Dallas Cowboys Cheerleaders,” followed the 36-member squad in 2023, from the lengthy audition process through their rigorous training and the main season.

Tapping the viral cheer squad for her brand’s inaugural move into the sports stratosphere was the obvious decision, according to Tilbury, who’s been a pioneer and self-proclaimed disruptor in the beauty business for decades. Tilbury saw an alignment in the female prowess at the heart of both her brand the DCC, which is led by Charlotte Jones, co-owner and chief brand officer of the Dallas Cowboys.

“The DCC are a symbol of strength, empowerment and entertainment, which is why they continue to inspire millions of fans around the world! I’ve been inspired by them since their start in the 1970s, as they so beautifully showcase glamour and confidence alongside athletic excellence and dedication,” she told WWD.

“As our first ever sports partnership in the US, working with the DCC is the perfect opportunity to introduce the magical world of Charlotte Tilbury to America’s largest sports stage, so that even more people can discover the transformative power of makeup, skincare and fragrance and unlock the magic of confidence,” Tilbury added.

While this is far from the DCC’s first partnership, it’s the team’s debut collaboration with a luxury makeup, skin care and fragrance brand of this caliber. “We are honored to have the Dallas Cowboys Cheerleaders serve as a leading example of Charlotte Tilbury’s mission, one that encourages confidence, celebrates uniqueness and inspires women everywhere to be the best version of themselves,” Jones told WWD. “When women lift each other up, we don’t just step – we leap into greatness.”

As for whether Charlotte Tilbury will entertain additional sports partnerships in the future, the brand owner said she’s always looking to break records and “keep going viral.”

In 2024, Charlotte Tilbury was listed as the number three makeup brand in the U.S., according to Circana. That same year, the business extended its partnership with Puig, the Spanish beauty and fashion company, after the conglomerate acquired a majority stake in Charlotte Tilbury Ltd. in 2020 in a deal valued at an estimated 1.2 billion pounds.