Legendary hair care brand Paul Mitchell is proud to announce the appointment of Paris Hilton–entrepreneur, global icon, and philanthropist–as its new Global Ambassador. This powerhouse partnership launches with a glam, multi-channel campaign merging two cultural forces into one unforgettable collaboration.
Shot by Giel DOMEN & Kenneth VAN DE VELDE, Hilton is captured in unexpected places.
Spanning digital, social, and in-store activations, the Paul Mitchell x Paris Hilton campaign celebrates beauty, confidence, and reinvention. From glossy packaging upgrades to must-have product innovations, Paris serves head-turning looks curated by celebrity hairstylist and Paul Mitchell School alum Sienree Du, with exclusive behind-the-scenes content and expert styling tips that give fans VIP access to her glam routine.
Shot through Paris’ luxe-meets-playful lens, the campaign features her in instantly iconic settings, from tennis courts to gas stations. A dedicated Paris Hilton display will roll out at Ulta Beauty stores nationwide, spotlighting the Paul Mitchell essentials behind each look.
Shot by Giel DOMEN & Kenneth VAN DE VELDE, known in the space for their artistic flair and detail, the campaign captures Paris in ultra-glam hair looks, styled by celebrity hairdresser and session stylist Sienree Du (a Paul Mitchell School grad).
Paul Mitchell x Paris Hilton: Looking Good and Giving Back
In addition to slaying the style game, this partnership is rooted in purpose. Paul Mitchell and Paris Hilton are proud to support the LA Wildfire Relief Fund, aiding victims of the devastating Southern California fires earlier this year. With a shared passion for philanthropy, both brands are committed to using their platforms for impact, proving that real beauty goes deeper than great hair.
“Paris Hilton has been setting trends and breaking boundaries for decades,” said Michaeline DeJoria, CEO of John Paul Mitchell Systems. “Her passion for beauty, authenticity, and giving back aligns perfectly with our values. We’re excited to partner with an icon who not only defines style but also champions purpose.”
The campaign also honors professional hairstylists through the XO Your Pro initiative, celebrating artistry and human connection behind the chair. Sienree Du, who styled every campaign look, shares her journey from Paul Mitchell School graduate to sought-after celebrity stylist.
Sienree Du (a Paul Mitchell School grad) styling Paris Hilton.
“I’ve used Paul Mitchell products throughout the years and their products leave you feeling empowered and glamorous,” said Paris Hilton. “This campaign is all about giving back to causes that are close to my heart, celebrating confidence, and having fun with your look! I’m so excited for fans to see all the incredible moments we’ve created together!”
With this partnership, Paul Mitchell and Paris Hilton bring together decades of legacy and innovation, proving that timeless glamor and fearless reinvention never go out of style.
For more information on Paul Mitchell X Paris Hilton, visit paulmitchell.com and follow on social media @paulmitchell.
About Paris Hilton
Paris Hilton is a global icon, entrepreneur, philanthropist, recording artist, DJ and more. As CEO of 11:11Media, Paris Hilton has harnessed her self-made spotlight to architect a thriving entertainment and consumer products empire. Most recently, Hilton launched her 30th fragrance, “ICONIC”, adding to a fragrance line that has grossed more than $4 billion since its debut in 2004. Hilton made a return to the recording studio with her second album, “INFINITE ICON” in September 2024. In November of 2024,11:11 Media and Guthy-Renker announced a joint venture to form a new division, 11:11 Beauty, where Paris has been able to create her first skin care line, Parivie, that dropped May of 2025. Hilton’s 2023 memoir, “Paris: The Memoir,” debuted on the New York Times bestseller list. Season two of her reality series, “Paris in Love,” captured her life as a wife and new mother, and she recently reunited with NicoleRichie for “Paris & Nicole: The Encore,” now streaming on Peacock.
About John Paul Mitchell Systems
John Paul Mitchell Systems, a top manufacturer of salon-only professional hair care products, has been serving the professional beauty industry for 45 years. The company produces salon-quality hair care, hair color, and styling tools through a family of brands including Paul Mitchell, Paul Mitchell Professional Hair Color, Paul Mitchell Tools, Neuro, Tea Tree, Awapuhi Wild Ginger and MITCH. In accordance with Co-Founder and Chairman of the Board John Paul DeJoria’s motto, “Success unshared is failure,” the company has a strong commitment to giving back, supporting a wide range of philanthropic causes both domestically and internationally. For more information, visit us at paulmitchell.com | paulmitchellpro.com | @paulmitchellpro |@paulmitchell