We'll always have Paris! Paul Mitchell is proud to announce Paris Hilton as its new Global Ambassador. The partnership kicks off August 25, 2025, with an unapologetically glam, multichannel campaign that spans digital, social and in-store activations. The Paul Mitchell x Paris Hilton campaign is a bold celebration of beauty, confidence and reinvention—from glossy packaging upgrades to must-have product innovations. What's more, Paris' head-turning looks are created by celebrity hairstylist and Paul Mitchell School alum Sienree Du, who offers exclusive behind-the-scenes content and expert styling tips to give fans VIP access to Paris' glam routine.

Shot through Paris' 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 (that's hot!). 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. Beauty lovers can expect dazzling visuals, step-by-step tutorials, and surprise content drops across digital platforms, social media and live appearances.

Beauty with Purpose

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.

Celebrating the Artistry

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.

A Legacy of Innovation

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.