Charlotte Tilbury continues its partnership with the Dallas Cowboys Cheerleaders into the 2026 season, focusing on beauty, performance, and enhanced retail experiences. The beauty brand remains the official partner for a second year and is expanding its collaboration with Amazon Beauty, allowing shoppers greater access to the products used by the cheerleaders.
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The renewed agreement includes not just makeup but also support through content creation, retail appearances, and in-stadium events. Charlotte Tilbury will design the official beauty looks for game days, enhancing the cheerleaders' preparation.
This year, the beauty wardrobe has been tailored to address the unique challenges of the cheerleaders’ routines. It comprises skincare items, complexion products, and color cosmetics, offering a complete regimen rather than relying on a single product. The skincare collection features items such as Magic Cream, Magic Serum Crystal Elixir, Hollywood Skin Secrets Immediate Eye Revival Patches, and Invisible UV Flawless Primer SPF 50. For complexion, it includes Airbrush Flawless Foundation, Airbrush Flawless Blur Concealer, and Airbrush Flawless Setting Spray among others. The extensive makeup selection contains products like the Hollywood Contour Wand and Pillow Talk lip products.
Kelli Finglass, senior director of the Dallas Cowboys Cheerleaders, emphasized the partnership's focus on confidence. Finglass stated, "Looking good makes you feel good and feeling good gives you confidence. That's what we love about Charlotte Tilbury." She noted that the cheerleaders perform best when they feel good about themselves.
Additionally, the partnership aims to strengthen the connection between the cheerleaders’ beauty routines and online shopping. The expanded Amazon Beauty collaboration will introduce new ways for customers to explore the featured products. Camille Nordby, Premium Beauty Category Leader at Amazon U.S. Stores, expressed pride in the collaboration, stating it enables customers to engage more deeply with the products.
The renewed relationship positions Charlotte Tilbury as a key component in the Dallas Cowboys Cheerleaders' seasonal activities, highlighting the importance of beauty routines in fan experiences and retail.