• by Sarah Mahoney , 6 hours ago

Paris Hilton’s blonde locks—and famous pout—headline a new campaign for Paul Mitchell, shot through with what the company calls a “luxe-meets-playful” lens.

Whether she’s on a tennis court, in a laundromat or at a gas station, the emphasis is on style, with Hilton wearing looks curated by celebrity hairstylist and Paul Mitchell School alum Sienree Du. Behind-the-scenes content and expert styling tips, aimed at giving fans VIP access to Hilton’s glam routine, are part of the rollout.

The media plan includes digital, social and in-store activations, with a dedicated Paris Hilton display rolling out at Ulta Beauty stores nationwide, spotlighting the Paul Mitchell essentials behind each look.

The Santa Monica–based company says the campaign also honors professional hairstylists through the XO Your Pro initiative, celebrating the personalities behind the chair. Du, for example, shares her path from Paul Mitchell School graduate to stylist to the stars.

“Paris Hilton has been setting trends and breaking boundaries for decades,” said Michaeline DeJoria, CEO of John Paul Mitchell Systems, in the release. “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.”

The Paul Mitchell x Paris Hilton effort is a yearlong campaign and includes support for the L.A. Wildfire Relief Fund.

Haircare is running hot. According to the latest Circana report, U.S. prestige haircare dollar sales rose 6% to $2.3 billion in the first half of the year, with unit gains as well. All segments advanced—single-digit growth for shampoos and conditioners, double-digit for styling products. New launches outpaced the category, and scalp-care sales jumped 19%. Mass-channel haircare also increased, up 4% in dollars, with units flat.

John Paul Mitchell Systems spans both the professional channel and mass retail, with Paul Mitchell products sold at retailers such as Walmart and Target.