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Paris Hilton is giving the beauty business another shot.
The 44-year-old reality TV icon and entrepreneur took to Instagram to reveal Parívie, her new skin care brand set to launch on May 7. The beauty company joins Hilton’s namesake fragrances, cookware, fashion and home goods with Walmart.
“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,” wrote the Simple Life star in her emoji-filled announcement.
“Parívie is about more than just skincare — it’s about feeling confident, powerful, and radiant at every age,” she continues. “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.”
The big reveal follows last November’s news that Hilton was collaborating with beauty conglomerate Guthy-Runker on a beauty brand (then called 11:11 Beauty), per Women’s Wear Daily. Hilton is the founder of 11:11 Media, which encompasses her production company (Slivington Manor Entertainment), podcasts (London Audio), licensing, music and more. Her nonprofit, 11:11 Media Impact, supports initiatives ranging from raising awareness of teen institutionalization to championing neurodiversity.
Given Hilton’s penchant for pink and all things sparkling, expect Parívie’s packaging to be in hues of rosé, as seen in her affordable Walmart line of pots, pans, kitchen appliances and more.
It’s not the first time that the star has gotten into the beauty game. She was previously behind the now-defunct Pro D.N.A. skin care brand that launched in 2018, and she recently teamed with Tan-Luxe on self-tanning kits.
Stay tuned for more.