Paris Hilton is building a cosmetics empire. Will she repeat the success of Rihanna and Selena Gomez?

Paris Hilton is back on the scene, but this time without the sequins and scandals. Her debut beauty brand, Parívie, is a combination of scientific innovation and social mission. Is the beauty world ready for a new, mature Paris?

If you haven't heard of Paris Hilton , cast the first stone. It's not even about the fact that she's the heiress to the Hilton hotel empire . Paris Hilton is a face that the whole world knows - from the flashes of Beverly Hills to the dark corners of the tabloids of the early 2000s.

A sexy blonde with a dog in her purse , the heroine of countless scandals, a memorable tape and loud parties that defined the y2k era. She tried her hand at being a DJ, an actress, a singer – with varying results, but with unwavering commitment. And now? Now she joins the elite group of stars who have turned their name into the cosmetics business. After Fenty and Rhode, it was time for Parívie – a new skincare brand, the face and heart of which is Paris herself.

Paris Hilton is the face of her own brand Parívie/ Parívie press materials

As reported by the media , Paris Hilton's debut brand is more than just a signature cosmetics. Parívie is a conscious concept, the heart of which is the proprietary inPHinite Youth technology. Patented formulas based on new generation peptides, probiotics and antioxidants are to combat environmental pollution and permanent overstimulation - symbols of the modern lifestyle.

Hilton worked on the project for two years. She was joined by Alexandra Marsh , a seasoned beauty industry leader who translated the star’s vision into formulas, ingredients and consumer experience.

And what about the brand aesthetic? Well, it's classic Paris . Pink and sparkle.

The line consists of six products : from an illuminating essence and a night cream to a neck care concentrate. Pink, aesthetic packaging, neutral formulas without fragrances (except for one foam - dedicated to Paris' mother) and dermatological quality fit into the current trends: beauty that works.

Paris Hilton knows that luxury without responsibility is not enough these days. That is why Parívie has been donating 1% of its revenues to the Parívie Gives fund, which supports pro-women initiatives – from educational grants to well-being programs. This is an element of the strategy that makes the brand not only modern, but also ethical and trustworthy.