Paul Mitchell names Paris Hilton new brand ambassador

Haircare brand Paul Mitchell announced on Monday the appointment of Paris Hilton, launching the partnership with a high-octane, multi-channel campaign.

Shot by Giel Domen and Kenneth Van de Velde, the Paul Mitchell X Paris Hilton campaign spans digital, social, and in-store activations, and features the entrepreneur and philanthropist in several glamorous looks across tennis courts to gas stations, curated by celebrity hairstylist, Sienree Du.

“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.”

Specifically, the campaign will be featured across Ulta Beauty stores nationwide, spotlighting the Paul Mitchell essentials behind each look.

Lastly, the collaboration sees Paul Mitchell and Paris Hilton supporting the LA Wildfire Relief Fund, aiding victims of the Southern California fires earlier this year.

“I’ve used Paul Mitchell products throughout the years and their products leave you feeling empowered and glamorous,” said 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!”

Earlier this year, ​Hilton announced the launch of her skincare brand, Parívie, a beauty brand powered by inPHinite Youth Technology, and created in collaboration with president and co-founder, Alexandra Marsh.