Paris Hilton

Paris Hilton is a US celebrity fragrance line founded in 2004 by the American media personality and businesswoman of the same name [5]. The brand is owned by Hilton's company, 11:11 Media, LLC, while the fragrances themselves are made and distributed under license by Parlux Fragrances, a Fort Lauderdale, Florida company that has held the license since the line's debut [6]. It remains active: its thirtieth scent, ICONIC, launched in April 2025 as an Ulta Beauty exclusive, and the brand site carries a 2026 copyright.

Built around a single category — fragrance — the line grew from a scent originally planned as a limited release into a long-running collection that the company describes as spanning 30 fragrances over 20 years. Trade press has credited it as an early template for the celebrity-fragrance category that followed.

The line began in 2004 with a debut scent titled "Paris Hilton for Women," created through a licensing partnership with Parlux Fragrances [5]. According to Wikipedia, the first fragrance was originally intended as a limited release but sold strongly enough to become a lasting product; the same account notes a 47 percent rise in Parlux sales after the launch, driven chiefly by the Hilton-branded perfume.

Hilton frames the project as a personal one rooted in a childhood interest in perfume. On the brand's about page she recalls, "I've loved perfumes ever since I was a little girl," and says she told a family member, "One day, I'm going to have my own perfume." The company stresses her continued creative involvement, stating that "from the name to the notes, every detail is unmistakably hers."

The fragrance brand sits within 11:11 Media, LLC, the media and licensing company Hilton co-founded with Bruce Gersh; the brand site is published under that company's name [1]. The fragrances are manufactured and distributed by Parlux Fragrances, which describes itself as a maker and international distributor of prestige designer, lifestyle and celebrity scents and lists Paris Hilton among the licenses it holds alongside names such as Billie Eilish, Kenneth Cole and Pierre Cardin [8]. Parlux has been the fragrance licensee since the line's 2004 launch [5].

Positioned in the prestige tier, the line is presented as founder-led and personal rather than a passive celebrity endorsement. The company's stated identity centers on Hilton's own taste and her long-running tagline, "Stay Sliving," which appears throughout the brand's materials. The brand's about page describes the debut as having "changed the celebrity fragrance game" and "set a new standard for star-powered scent" — a claim from the company itself rather than an outside assessment.

Fragrance is the line's sole category. Alongside the original "Paris Hilton for Women" and its men's counterpart, the collection includes long-standing scents such as Heiress and Can Can, and the multi-part Rush Collection (Gold Rush, Rosé Rush, Ruby Rush, Platinum Rush and Love Rush). The most recent flagship, ICONIC, was released in April 2025 as the line's thirtieth fragrance and its first launch tied to a single retail partner, Ulta Beauty [6]. The company markets the range at prestige pricing, and it is sold through multiple channels including direct-to-consumer and retail.

The line won Female Celebrity Fragrance of the Year at the 2009 FiFi Awards [5]. Its commercial scale has drawn repeated trade coverage: Women's Wear Daily reported that the fragrances have generated estimated total sales of more than US$2.5 billion and that "every minute, nine bottles of Paris Hilton Fragrances are sold worldwide" [6]. Figures for cumulative revenue vary by date because they grow over time — Wikipedia cites more than US$2.5 billion in perfume revenue as of 2020, while earlier accounts put the total closer to US$2 billion [5][6]. In a 2026 WWD profile, Parlux president Lori Singer called Hilton the company's "OG" and said the early work together "helped define the category" [7].

The brand is active. Its most recent flagship launch was ICONIC in April 2025, its licensee Parlux remained active as of a 2026 trade profile, and the fragrance site displays a 2026 copyright [6][7]. The line continues to be sold internationally.