Paris Hilton launches her 30th fragrance, Iconic , exclusively at Ulta Beauty on April 20. A milestone in celebrity beauty—how will this trendset?
When it comes to building a multibillion-dollar empire through scent alone, Paris Hilton is rewriting the playbook for modern entrepreneurs.
On April 20, 2025, Paris Hilton Fragrances debuts its 30th perfume, Iconic , marking over two decades of collaboration with Parlux. The launch marks a first-of-its-kind partnership with Ulta Beauty, making waves in both retail and fragrance industries. Fans gained early access starting Wednesday via parishiltonfragrances.com.
The new fragrance channels timeless elegance with a playful twist—a reflection of Hilton’s personal brand. Available in three sizes (100-ml for 80,30−mlfor48, 10-ml for $27), Iconic embodies sophistication without sacrificing accessibility. According to Lori Singer, president of Parlux, “Every minute, nine bottles of Paris Hilton Fragrances are sold worldwide,” underscoring the global demand for Hilton’s creations.
Hilton’s journey began in 2004 with her debut fragrance, simply titled Paris Hilton . Over 20 years later, she remains a trailblazer in the celebrity-founded beauty space. Her decision to partner with Ulta Beauty reflects not only strategic acumen but also an understanding of consumer preferences. As Hilton shared, “I love the experience of going into a store…seeing, smelling, feeling everything.”
From childhood aspirations in her mother’s boudoir to becoming a titan in the fragrance industry, Hilton’s story mirrors the evolution of celebrity-driven brands. While today’s market is saturated with influencer-backed products, Hilton was among the pioneers who turned personal allure into lucrative ventures.
This isn’t just another perfume launch—it’s a testament to longevity and vision. With Iconic, Hilton cements herself as a masterclass in branding. Could this be the blueprint for future celebrity ventures?
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