Paris Hilton is reentering the beauty space with the launch of her new skincare brand, Parívie. The 44-year-old media mogul took to Instagram this week to reveal the brand, which officially debuts on May 7. Billed as a luxury skincare line inspired by self-confidence and timeless beauty, Parívie marks Hilton’s most personal venture yet in the beauty world, a space she has long influenced, both on-screen and off.
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In her announcement, Hilton emphasized that Parívie is more than just another product drop, “I wanted to build something that reflects my journey, my philosophy, and my vision of timeless, iconic beauty,” she wrote. The brand draws from Hilton’s decades of experience in front of the camera, her entrepreneurial ventures, and her belief in beauty that grows stronger with age. She described the line as “luxurious, innovative, and elevated,” noting that she has been deeply involved in every detail of the formulation and packaging.
Parívie is the latest addition to Hilton’s expanding business portfolio, which includes fragrances, cookware, fashion, and home goods sold through Walmart. Last November, reports surfaced that she was developing a beauty brand in partnership with industry powerhouse Guthy-Renker, then called 11:11 Beauty. That collaboration has now taken shape as Parívie, operating under her broader business umbrella, 11:11 Media, which spans production, music, licensing, podcasts, and philanthropic initiatives.
While details on Parívie’s product lineup have yet to be revealed, expectations for the branding are clear: think pink, polished, and infused with Hilton’s signature sparkle. Her Walmart home and cookware lines already feature rosé-toned appliances and packaging, a palette likely to appear in Parívie’s visual identity. For Hilton, presentation is as important as performance, and Parívie is positioned to deliver both.
This isn’t Hilton’s first venture into skincare. In 2018, she launched Pro D.N.A., a now-discontinued brand that focused on anti-aging products. More recently, she partnered with Tan-Luxe on limited-edition self-tanning kits. While previous ventures may have been short-lived, Parívie appears to be a more fully realized expression of Hilton’s brand and beauty philosophy, underscored by her hands-on involvement and the backing of a major beauty partner.
