Hair care brand Paul Mitchell has announced entrepreneur and media personality Paris Hilton as its newest Global Ambassador.
Starring in a new campaign shot by Giel Domen and Kenneth Van de Velde, Hilton’s ambassadorship is set to span digital marketing, social media and in-store activations.
The campaign sees the star taking high-fashion looks to low-level luxury locations, from pumping gas in stiletto pumps to a laundromat visit in lingerie, with one constant throughout – big, bold and beautiful blonde hair courtesy of celebrity hairstylist Sienree Du.
As part of the roll-out, fans can expect to see step-by-step tutorials and behind-the-scenes content, with dedicated Hilton displays spotlighting her Paul Mitchell hair care essentials across Ulta Beauty stores in the US.
The partnership comes from “a place of purpose”, as Paul Mitchell and Hilton pledge support to the LA Wildlife Relief Fund following the fires in Southern California earlier this year.
“This campaign is all about giving back to causes that are close to my heart, celebrating confidence, and having fun with your look,” said Hilton.
Paul Mitchell is also highlighting professional hairstylists as part of the campaign, with a special tribute to celebrate their skills.
The ‘XO Your Pro’ initiative, first launched by the brand in 2021, spotlights client-stylist relationships, while encouraging others to celebrate their own relationships with beauty professionals.
Speaking on the collaboration, Michaeline DeJoria, CEO of John Paul Mitchell Systems, shared: “Paris Hilton has been setting trends and breaking boundaries for decades.
“Her passion for beauty, authenticity, and giving back aligns perfectly with our values.
“We are excited to partner with an icon who not only defines style but also champions purpose.”
Hilton added: “I have used Paul Mitchell products throughout the years and their products leave you feeling empowered and glamorous…
“I am so excited for fans to see all the incredible moments we have created together.”
It has been a busy year of beauty for the entrepreneur, who recently collaborated with NYX as part of a social media campaign.
In April, Hilton unveiled her own skin care brand, Parivie, and last year launched her first self-tanning line with Tan Luxe – the brand’s first celebrity collaboration.