New York – – September 30, 2026 -- Charlotte Tilbury Beauty is entering the second year of its official beauty partnership with the Dallas Cowboys Cheerleaders while simultaneously expanding its retail collaboration with Amazon Beauty's U.S. store, the company announced.
Partnership enters second year with a redesigned gameday beauty wardrobe
Since launching in 2025, the deal has produced content, creator experiences, retail appearances and in-stadium activations tied to the cheerleaders' official gameday look. For its second year, Charlotte Tilbury has updated the look with a curated product set spanning skincare, complexion, cheeks, eyes, brows, lips and fragrance, including new launches such as the Airbrush Flawless Blur Loose Powder and Airbrush Flawless Blush Blur, formulated to withstand high-energy routines and Texas heat.
Amazon Beauty collaboration nears one-year mark since September 2025 launch
Charlotte Tilbury Beauty is approaching its first anniversary in Amazon Beauty's U.S. store after launching there last September. The brand is now widening that collaboration to include dedicated content around the Dallas Cowboys Cheerleaders partnership, spanning makeup, skincare, fragrance, brushes and accessories, amplified across Amazon Beauty's shopping platform, social channels and digital media.
Executives frame the tie-up around confidence and performance messaging
Kelli Finglass, Senior Director of the Dallas Cowboys Cheerleaders, said the partnership centers on confidence translating into on-field performance. Charlotte Tilbury CBE, the brand's Founder, President, Chairwoman and Chief Creative Officer, said the collaboration pairs her formulas with a team she described as representing confidence, performance and excellence. Camille Nordby, Premium Beauty Category Leader at Amazon U.S. Stores, said the retailer aims to bring customers closer to the cheerleaders' looks through behind-the-scenes content and exclusive experiences.
Retail activation merges sports marketing with e-commerce distribution
The combined activation links Charlotte Tilbury's sports marketing push with its Amazon retail footprint, positioning the Dallas Cowboys Cheerleaders campaign as a vehicle to drive U.S. customer discovery of the brand's makeup, skincare and fragrance lines through a single retail channel.