Reality star and entrepreneur Paris Hilton has officially announced the launch of her latest skincare brand, Parívie. Scheduled to debut on May 7, 2025, the brand marks Hilton’s next venture in the beauty industry, where she has long been an active and influential figure.
The new brand Parívie was born as the beauty division of 11:11 Media, the global media company co-founded by Hilton. 11:11 Media spans a wide range of content, including film production, music, podcasts, and licensing, and this skincare brand marks a new expansion of its business.
In fact, the project had already made headlines back in November last year, when it was reported to be in development under the tentative name “11:11 Beauty.” At the time, Hilton’s partnership with prominent U.S. beauty company Guthy-Renker was revealed, sparking interest in her new venture into the beauty and wellness space. Now, the full details have been officially unveiled with the launch of Parívie.
On Instagram, Hilton shared her motivation behind the creation of Parívie: “Over the years, I’ve had the privilege of living and breathing all things beauty —experimenting, evolving, and falling in love with the art of self-expression. But I’ve always dreamed of creating something that wasn’t just another beauty brand. I wanted to build something that reflects my journey, my philosophy, and my vision of timeless, iconic beauty. That dream is now a reality.”
She further commented on the concept behind the brand: “Parívie is about more than just skincare—it’s about feeling confident, powerful, and radiant at every age. It’s inspired by my belief that true beauty evolves and only grows stronger with time. From the formulas to the packaging, I’ve poured my heart into every single detail to create something truly luxurious, innovative, and elevated. I can’t wait for you to experience it .”
While specific product details and formulations have yet to be revealed, the brand’s official website hints at an “exclusive kit” to kick off the launch, drawing attention from both fans and beauty industry insiders. Judging by the aesthetic of Hilton’s previous product lines—including her Walmart collaboration—the packaging is likely to feature her signature feminine flair, possibly in rose-hued tones.
This is not Hilton’s first foray into skincare. In 2018, she launched Pro D.N.A., which has since been discontinued. More recently, she gained attention for collaborating with Tan-Luxe on a self-tanning kit.
Parívie represents a fusion of Hilton’s career and her philosophy on beauty—a brand that reaffirms her status as a modern icon returning with fresh impact in the beauty industry.
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