Paris Hilton has never been known for being on time — unless we’re talking about red carpets.
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Now, the original influencer is making headlines again with a new project that feels both deeply personal and oddly delayed.
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While she once dominated pop culture and helped shape the blueprint for the modern celebrity brand, this time she’s arriving to a trend that peaked years ago.
And the space she’s stepping into? It’s one that’s packed with A-listers like Rihanna and Kylie Jenner, who’ve turned their names into multi-billion-dollar empires.
Paris Hilton joins an already saturated market.
Paris Hilton enters the booming but overcrowded skincare industry
On May 7, Hilton officially launched Parívie, a luxury skincare line she’s been quietly developing for two years with co-founder Alexandra Marsh.
The brand promises to deliver “future-forward” solutions for people who are always “on” — powered by inPHinite Youth™ Technology, a proprietary blend of peptides, antioxidants, and fermented extracts. It targets screen fatigue, environmental stressors, and the toll of living a fast-paced lifestyle.
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If that pitch sounds familiar, it’s because it is. Rihanna and Kylie Jenner launched their skincare brands back in 2020 and 2019, respectively, setting the tone for a rush of celebrity-backed beauty lines that also included Brad Pitt, Travis Barker, Hailey Bieber, and Selena Gomez.
So what makes Hilton’s line different? According to her, it’s the combination of cutting-edge science and lived experience.
“I know what it’s like to always be on,” Hilton said in the brand’s press release. “After two years of developing Parívie, I wanted to create something that empowers those moments we take for ourselves.”
Can Paris Hilton stand out with Parívie in an oversaturated market?
The timing is curious. Celebrity skincare exploded in the late 2010s and early 2020s. But in 2025, consumer skepticism is higher, the space is crowded, and even legacy beauty brands are struggling to stand out.
According to Statista, the global skincare market is expected to hit $198.35 billion in 2025, with a steady compound annual growth rate of 3.53% through 2030 — proving there’s still serious money in looking good.
But opportunity brings saturation—especially in the celebrity and luxury space. New brands now compete with legacy giants, influencer empires, and tech-savvy upstarts.
Hilton is betting her story still resonates. Parívie pitches itself as more than skincare: it’s a ritual, a lifestyle, and a science-backed solution for nonstop lives. Its six debut products aim to deliver results without overcomplicating routines.
There’s also a give-back component. Parívie Gives will donate 1% of sales to support women through wellness grants and community programs.
Whether it will land with consumers is unclear. In true Paris fashion, only time will tell if “that’s hot.”
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