In a bold, first-of-its-kind move into the world of American sports , British beauty brand Charlotte Tilbury has announced a new partnership with the Dallas Cowboys Cheerleaders (DCC), becoming their first-ever official beauty partner. The partnership marks a landmark moment for both the beauty house and iconic cheerleading squad. The DCC have been a notable cheer team throughout the last century — mostly after the Dallas Cowboys were coined “America's Team,” which led to their cheerleaders becoming “America's Sweethearts.” After several years on Country Music Television (CMT), their popular show Dallas Cowboys Cheerleaders: Making the Team was transferred to Netflix where it's now known as just “ America's Sweethearts: Dallas Cowboys Cheerleaders .”

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