FOR AS LONG AS WE’VE KNOWN HER NAME, Paris Hilton HAS BEEN A trendsetter.

I mean, you had to be living under a rock if you weren’t saying her catch phrase “that’s hot” in the early 2000s. Throughout her career, Hilton has worn many hats: reality star, musician, philanthropist and, now, founder. True to her reputation for doing it first, Hilton is often the first to jump on innovative, high tech beauty treatments. So it only made sense that her skincare line, Parivie, is as high tech as she is. We spoke to Hilton about her life as a founder of a growing beauty brand, and how she’s infusing legacy into every little detail.

Read about Paris Hilton’s journey in her C&C 100 interview below.

What is your earliest beauty memory?

Growing up, I was always completely obsessed with beauty. I loved watching my mom get ready for events—she always looked so polished, so put-together, just effortlessly glamorous. I remember sneaking into her vanity and being fascinated by all the creams and serums, like it was this whole beautiful ritual. She really taught me that skincare is self-care, and that taking that time for yourself isn’t just about looking good—it’s about feeling confident and empowered.

What do you think is different about the beauty industry now versus five years ago?

Everything feels so much more personalized now, which I love. People aren’t just following trends—they’re creating their own and really owning their individuality. Technology has completely changed everything too, from AI skin analysis to at-home devices that give you those professional-level results. Beauty today is all about being smart, intentional, and knowing what works for you—your skin, your routine, your lifestyle. It’s less about rules and more about creating your own signature glow.

You recently launched your new skincare line Parívie. When did you realize you wanted to launch your own products, and what was the development process like?

Skincare has always been a huge part of my life—I’ve been obsessed since I was a teenager, and I’ve basically tried everything from all over the world. So launching Parívie felt like such a natural next step for me. But I never wanted to just put my name on a brand—I really wanted to create something iconic that I truly own and believe in.

I’ve always been very ahead of the curve when it comes to beauty, especially with skin longevity and maintaining a youthful, radiant glow, so it was really important to me to use the most advanced ingredients and cutting-edge technology to create formulas that actually deliver real results. I spent three years developing formulas side by side with chemists, perfecting every detail.

Partnering with Guthy-Renker was a dream because they’re one of the best at building global beauty brands, and together we created something that feels super luxurious, high-tech, and elevated—but still easy to use in your everyday routine.

Parívie is really about confidence and glowing from within. It’s about looking your best and feeling like your most radiant, iconic self.

What’s one product that never leaves your purse?

My newest fragrance, Iconic. It smells great and makes you feel ready for anything

What’s one piece of advice you’d give to an aspiring beauty founder? What do they need in order to stand out?

Don’t wait for permission—create your own lane. I’ve always believed in trusting your vision, even when people don’t understand it at first. That’s usually when you know you’re onto something special. And be hands-on with everything. The details really matter—people can tell when something has been thoughtfully created and when it’s just rushed. That level of care is what sets you apart. What makes you different is your superpower, so really own that. That’s what makes a brand iconic.

What’s something about building a beauty platform that people don’t talk about enough?

How much listening it really takes. People think it’s just about launching products, but for me, it’s always been about building a real community. I’m constantly connecting with my fans, reading comments, and paying attention to what they actually want and what’s working for them. That feedback inspires everything I create.

And honestly, it’s the level of detail. Every ingredient, every texture, every finish—it all matters so much. I’m very hands-on with everything, because I care about perfecting every detail. People can feel that. They can tell when you’ve really put the time, energy, and love into creating something—and when you truly care about their experience and results.

You’ve always been an early adopter of innovative, high-tech beauty treatments—what are you into right now?

I love anything that combines science and skincare. LED light therapy, advanced facials, and treatments that help stimulate collagen naturally are amazing. I’m always researching what’s next and staying ahead of the trends—I’ve been like that forever. I think the future of beauty is really about working smarter, not harder, and investing in treatments that help you maintain healthy, glowing skin over time. It’s all about that effortless, lit-from-within glow.

As you think about the future of your brand, what is a goal you have that both excites you and scares you?

Scaling Parívie into a global beauty powerhouse. It excites me because I know how powerful this brand can be, but it also comes with responsibility. For me, it’s always been about building something that lasts—something that truly makes an impact and helps people feel confident and beautiful in their own skin. I’ve always thought about legacy in everything I do, and that’s what I’m focused on now—creating something timeless that people can connect with all over the world. Who knows, maybe I’ll even launch Parivie longevity spas in the future.

What is a product (whether from your own line of products or another) that has changed your get-ready routine for the better?

Parívie’s plumping serum, That’s Tight. A really good serum is everything. When your skin is hydrated and healthy, you honestly don’t need much else. It just gives you that fresh, radiant base.

I’ve always said skincare is the foundation for everything—it’s where the real glow starts. When your skin looks amazing, you feel amazing… and that’s the ultimate beauty secret.

With so many beauty trends that come and go, how do you define the look that’s good for you?

I think beauty is about feeling like the best version of yourself. I love something timeless—healthy, radiant skin, soft glam, and looks that really enhance your natural features without feeling overdone. It’s all about looking polished, effortless, and completely confident in your own skin.