Paris Hilton Is Paul Mitchell’s New Global Ambassador

Paul Mitchell has appointed beauty entrepreneur, mother and philanthropist Paris Hilton as its new global ambassador.

The partnership kicks off with a glam, multi-channel campaign that merges two cultural forces into one collaboration, marketers say.

‘Head-Turning’ Looks with Sienree Du

Spanning digital, social and in-store activations, the Paul Mitchell x Paris Hilton campaign is a celebration of beauty, confidence and reinvention. From glossy packaging upgrades to product innovations, Hilton 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 Hilton’s signature lens of luxe-meets-playful, the campaign features the heiress with flawless hair in unexpected, “instantly iconic” locations, from tennis courts to gas stations. A dedicated Paris Hilton display will roll out at Ulta Beauty stores nationwide, spotlighting the Paul Mitchell essentials used to achieve each of her signature looks.

“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.”

At the heart of the campaign is a tribute to professional hairstylists who are the visionaries behind every great transformation. Through the newly launched XO Your Pro initiative, Paul Mitchell celebrates the artistry and human connection that happens behind the chair. Sienree Du, who styled every campaign look, brings her talent and perspective to the forefront, sharing her journey from Paul Mitchell School graduate to sought-after celebrity stylist.

“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!”

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.