Charlotte Tilbury has forged an exclusive partnership with the Dallas Cowboys Cheerleaders to design the squad’s game-day and public-appearance makeup, the makeup brand announced in a report published Sept. 10, 2025.
Tilbury said she created an "America’s Sweethearts look" for the team aimed at delivering a "flawless, poreless-looking complexion" and long-lasting performance during routines and public appearances. The collaboration pairs Tilbury’s product line — including Airbrush Flawless foundation and setting spray, Pillow Talk lip products and the brand’s contour and highlighter wands — with the squad’s hair and makeup needs for stadiums, television and promotional events.
In a statement quoted by the outlet, Tilbury said she "has always been passionate about women pursuing their dreams, feeling their most confident and thinking limitlessly," and that those values informed the decision to work with the Cowboys’ promotional squad. She described the look she designed as built around her Airbrush Flawless system for skin, a "Pillow Talk dream filter" for eyes, lips and cheeks, and "captivating, volumised Exagger-Eyes lashes with a golden touch of Eyes To Mesmerise." Tilbury added that she researched the squad’s visual history, including archives dating back to the 1960s, to tailor a "Classic, timeless Americana" aesthetic for the team.
The brand highlighted several products it said will be part of the program: a Hollywood Contour Wand (listed at $42), a Beauty Highlighter Wand ($42), the Pillow Talk Lip Cheat liner ($26), Airbrush Flawless Foundation ($49) and an Airbrush Flawless Setting Spray ($38). Tilbury emphasized the need for long-wearing formulas, noting the squad often performs in hot and humid environments and that the setting spray has been tested for extended hold.
Representatives for the Dallas Cowboys Cheerleaders did not immediately respond to requests for additional comment. The squad has been in the public eye beyond NFL games in recent years via its reality series America’s Sweethearts: Dallas Cowboys Cheerleaders, which concluded its second season and is reportedly preparing for a third season. The team’s increased visibility on television and social platforms has amplified interest in the visual presentation of its members.
The partnership will extend beyond backstage routines, according to the report, with components of the collaboration made widely available at Ulta stores and through planned pop-ups and activations during the NFL season. The companies described the arrangement as a multi-faceted collaboration that includes on-site experiences during games and promotional events.
Industry observers say collaborations between beauty brands and sports entertainment entities have grown as teams seek consistent, camera-ready looks and beauty companies look for broader consumer reach; the partnership places a heritage beauty label alongside one of the NFL’s most recognizable performance squads. Tilbury’s emphasis on long-wear, transferral-resistant formulations aligns with the practical demands of live-performance makeup, while the squad’s longstanding visual identity informed the aesthetic and product choices, the brand said.
The announcement comes as both parties continue to capitalize on media exposure: the Dallas Cowboys Cheerleaders through their television series and public appearances, and Tilbury through celebrity and retail channels. The companies said additional details about activations, product rollouts and scheduled appearances would be released as the NFL season progresses.
The report that first detailed the partnership was published Sept. 10, 2025, by the Daily Mail. Further updates from Tilbury or the Cowboys organization are expected as the collaborative program unfolds over the coming months.