You probably know her for her outrageous personality and expensive taste, but Paris Hilton is a hotel heiress turned hardworking businesswoman. With lucrative careers as DJ and designer, the iconic tastemaker is adding skin care developer to her resume with the launch of her new line, ProD.N.A. — and to our surprise, the products seem pretty sophisticated. For one, they don’t come packaged in crystal-studded bottles as you might expect, but rather in a more sophisticated style of matte black with gold accents.
The ProD.N.A. line features four core products: a cleansing gel, eye cream, recovery serum, and face and décolletage cream. According to Hilton’s team, she “literally met with world-renowned chemists and scientists to tackle select beauty concerns.” Her company, The Hilton Lifestyle Group, vows to use only the most effective, wholesome formulas to improve the health and appearance of skin.
Each product is designed to delay the appearance of skin aging and repair DNA damage caused by UV light and pollutants. A proprietary complex called GenoMatrix, which uses enzymes sourced from microalgaes in the Mediterranean Sea, is said to support the body's natural DNA repair mechanism and get rid of “flawed cells.” In the products, you’ll also find brightening diamond powder, strengthening silk tree extract, exfoliating caviar lime, plumping marine collagen, and white truffle extract. Fancy, right?
Though it’s too soon to tell how transformative the products truly are, the response so far has been pretty positive. “If it makes me look like @parishilton them I’m gameeeeeeeeee,” writes one commenter on Instagram.
The socialite isn't new to the beauty industry. She’s the head of a perfume empire with over 25 fragrances. “Find out what it smells like to be a Star,” was one of the company's first taglines. She also launched Paris Hilton Cosmetics in 2015. So, sharing her skin secrets was a natural next step. To tease the launch of the skin care line, Hilton released a rose water spray called “Unicorn Mist” last November, hinting that more would follow.
"I have always had a passion for taking care of my skin and I only use products that actually work without harmful chemicals that are only a temporary fix. With this new company I can stand behind my own products and promote a brand that is focused on making products that truly work and can help everyone look and feel their best," she said in a statement at the time.