Paul Mitchell has named Paris Hilton its new global ambassador, pairing her luxe-meets-playful Y2K sensibility with a stylist-first campaign designed to spotlight the craft behind headline hair. The partnership frames Hilton as a beauty icon and a champion of pros, with creative that centers the hands, techniques, and vision of hairstylists.
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At the heart of the collaboration is XO Your Pro, Paul Mitchell’s initiative that celebrates professional hairstylists and the looks they bring to life. The campaign arrives as a tribute to the salon community, those who cut, color, set, tease, and sculpt hair into culture-shaping images. “This campaign is all about giving back to causes that are close to my heart, celebrating confidence and having fun with your look,” Hilton says in the announcement.
The visuals hinge on three distinct hair stories executed by celebrity hairstylist and Paul Mitchell School alum Sienree Du.
Voluminous Old Hollywood waves: a glossy, red-carpet read on classic glamour with modern lift and movement.
A sharp blunt bob: clean, graphic lines that frame the face and showcase precision cutting.
A sporty high pony: sleek, high-impact styling with a performance edge, built for polish and speed.
Each look reflects Hilton’s signature mix of polish and play while underscoring Du’s editorial technique and product discipline.
Beyond the imagery, the partnership includes support for the LA Wildfire Relief Fund, adding a charitable dimension that ties the campaign’s celebration of confidence and community to real-world impact. As a longtime fan of the brand, Hilton lends visibility to both the creative effort and the cause, reinforcing the connection between beauty culture and civic action.
