Paris Hilton has announced the launch of her new beauty brand Parívie.
The socialite-turned-entrepreneur said the skin care line will go on sale on 7 May.
Hilton said on Instagram: “Over the years, I have had the privilege of living and breathing all things beauty, experimenting, evolving, and falling in love with the art of self-expression.
“But I have 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.”
This skin care launch follows last November's reveal that Hilton was teaming up with US marketing company Guthy-Ranker to create a beauty brand initially named 11:11 Beauty.
At the time she said, “Now with 11:11 Beauty, partnering with Guthy-Renker has allowed me to bring my vision for beauty and wellness to life, blending cutting-edge technology with transformative results.”
Hilton is the founder of 11:11 Media, which includes her production company, Slivington Manor Entertainment, as well as podcasts London Audio, licensing, music and more.
Through this non-profit, 11:11 Media Impact, she supports causes such as raising awareness about teen institutionalisation and promoting neurodiversity.
“Parívie is about more than just skin care, it is about feeling confident, powerful and radiant at every age,” she said.
“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.”
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