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.

Source: createcultivate.com

You should know that Paris Hilton has the most beautiful porta-potty in all of Beverly Hills. It has gleaming wood panels in the stalls and steaming hot water in the sink, and the hand soap is from Aesop and costs $47.

The whole thing is extremely on-brand for Hilton, the 45-year-old avatar of luxury living whose hair remains the color of Malibu sand and whose résumé boasts more jobs than Barbie. These include—deep breath—addictive reality TV star, surprisingly capable pop singer, island-hopping DJ, nascent skin care CEO, dog mom turned actual mom, wildly successful perfume licensee, employer zero of Kim Kardashian, and congressional witness on behalf of exploited teens. Starting this week, Hilton’s gig roster also includes Old Navy muse, a job that Hilton swears aligns with her lifestyle of the very rich and very famous.

“I’m at Old Navy all the time, I really mean it,” she tells me from a film set in a sprawling mansion, which includes both a pool and a pond with paddle boats. (“Have you seen the turtles?!” she exclaims. “So cute.”) Hilton is here to film Old Navy’s summer campaign that also includes other reality royalty like the beloved Real Housewife Kathy Hilton (a.k.a. her mom) and the Summer House breakout babe Ciara Miller. Supervising the shoot is Zac Posen, the executive vice president of Gap Inc. and chief creative officer of Old Navy. Posen climbs out of an SUV at the top of the massive driveway and tells me about his first encounter with Hilton when they were both in high school.

“I was finally old enough to go out to clubs and parties,” he says. “She was always just so cool and so fun. She’s so smart, which people don’t discuss enough, but also, Paris was like the engine of any party. If she was there, you knew it would be the most fun night of your life. And that’s what we’re creating for the summer, inspired by Paris, really. Clothes that let you relax and just have the best time.” They’re also clothes with decidedly Y2K top notes—baby tees, handkerchief-hem skirts, cropped pastel sweatshirts—that nod to Hilton’s origins as the queen of the naughty aughties.

Here’s what Hilton told ELLE about her old and new style, advice for working with your mom, and memories of driving a getaway car with Lindsay Lohan and Britney Spears. You know, just casual stuff.

You recently sat front row at the Gucci show in Milan. Now you’re shopping at Old Navy?
Actually, I always have! You know, I grew up going to the mall in L.A. and the Hamptons, so I’ve been buying their T-shirts and shorts and stuff for forever. I’ve always gone there.

There aren’t a ton of paparazzi shots of you at the mall. Do you use a secret entrance?
No, when I go, I always dress up in disguise: black wig, sweatsuit—and not, like, a bright pink sweatsuit, usually a gray one—sunglasses, hat pulled down really low. But sometimes people still figure it out and they’re like, “Paris?” And I try to put my finger to my lips, like it’s a fun secret. But you’re right, I can’t really just hang out at the mall, unfortunately, at least not as myself. If I just walked in with the pink everything and the blonde hair, it would be like Mickey Mouse at Disneyland. So I love to go undercover.

Are you good at it?
I’m great at it. I’ve had to do this for a long time.

Do you look at price tags when you’re shopping?
It depends. At Old Navy, the prices are so amazing it’s not really a concern. But if I’m somewhere where things are going to cost thousands of dollars, then yeah. Of course I do. I take value very, very seriously.

What’s your Old Navy haul right now?
I am a PJs girl. I’m a mom and I’m working all the time, but when I’m just chilling at home I love being cozy in PJs. I also love the Old Navy children’s line—there are so many cute things for the kids. And I love what Zac [Posen] has done with it. We’ve been friends since we were teenagers, so it’s really cool to be connecting in this way.

Zac said he based a lot of the new collection on your Y2K influence. You pioneered the pink tracksuit and the jelly shoes and the tiny denim mini kilts that girls are wearing again today. What’s it like to people on TikTok wearing “Paris Hilton-core” outfits?
It makes me so happy. They’ll come up to me like, “You’re the OG, you’re the reason I’m wearing this.” I always felt so ahead of my time in fashion—and I had no stylist, no publicist, no manager, no agent, nothing. I was just me going shopping, going downtown to Patricia Field in New York and all these cool stores, putting together looks during the New York socialite scene. No one was dressing like that. Some girls even made fun of me! Now seeing my pictures all over people’s mood boards for the big fashion shows with major labels—it’s awesome. I love being the OG and I love that I created Y2K fashion. I think it was the most fun era ever.

You had some great stuff, like the pink Murakami x Louis Vuitton cherry blossom bag and shoes, the pink Dior aviator shades, all those Matthew Williamson party dresses…and the bedazzled Uggs!
The bedazzled cell phone, too.

Full interview: elle.com