Paris Hilton has just launched the most aesthetically pleasing self-tanner

Paris Hilton is known for many things, including her enviable sun-kissed glow. Now, the media personality has made it possible to recreate her look thanks to her aesthetically pleasing collaboration with Tan-Luxe, marking the beloved self-tan brand’s first-ever celebrity partnership.

The “Stars Are Blind” singer officially unveiled The Future Collection on Sunday, April 21, available at Ulta Beauty and on the Tan-Luxe website. The limited edition duo consists of a 360 airless self-tanning mister, which applies clear to ensure a mess-free application (and smudge-free sheets!), along with a tanning mitt for seamless blending.

BUY ON ULTA BEAUTY – $49

BUY ON TAN-LUXE – $49

In an interview with WWDHilton said the new launch is “very different from any other tanning product line out there.” What sets it apart? First of all, the beautiful pink packaging is immediately noticeable. But it’s not just about looks. According to the brand, the tanning effects of the self-tanner are long-lasting and last for at least 10 days after a single application.

And true to the brand’s founding philosophy: “The Future duo makes it possible to personalize your tan.” Tan-Luxe promises a different level of color depending on how much time you have to let it work: a sun-kissed glow in one hour, a golden brown color in just two hours or a deep bronze after four hours.

Moreover, The Future has a wonderful scent. Unlike many self-tanners that are notorious for their less pleasant scent, this one stands out. Hilton played a crucial role in creating the scent, adding notes of cassis, violet and white leather, called ‘Pink Sands’.

“I’ve been spray tanning for over 20 years and I’ve tried every formula on the market to perfect my glow,” Hilton said, WWD that she has been using Tan-Luxe formulas for years, she explains. “I knew I had met my match when I tried Tan-Luxe’s ​​clear formulas. They were a total game changer for me and I felt like my tanning routine had stepped into the future! I feel my best with a glow and that’s why I’ve teamed up with Tan-Luxe to create the easiest-to-use, longest-lasting and most hydrating tan ever.”

As Hilton explains, the formula contains skincare ingredients to give your skin some TLC during the self-tanning process. Standout ingredients include hydrating hyaluronic acid and glycerin, soothing bioflavonoids and skin-strengthening peptides.

“We asked Paris what her dream product would be, because she loves the category and has been tanning for 20 years,” said Marc Elrick, CEO and founder of Tan-Luxe in a statement to WWD. “Now she is a busy mother and would like to do something once a week instead of twice. She has always been at the forefront, whether it be inventing the selfie in the early 2000s or pioneering the metaverse.”

Hilton’s 11:11 Media created a campaign video to support the launch. “I am the queen of marketing, and this commercial is so iconic,” Hilton told the outlet. “There are three different versions of me: AI, present and future together in a room. And on set, because the name of the scent is Pink Sands, they built this desert of pink sand with a beautiful sunset in the background.”

Elrick is optimistic about The Future’s success, recognizing how much effort went into the formulation and taking confidence from the brand’s other innovative formulations. “Two-thirds of our sales come from our self-tanning Face Drops, and we believe we can revolutionize body tanning in the same way we revolutionized facial tanning with this product,” he said. “With the research, development and innovation that has gone into it, we haven’t done this level of innovation since we launched facial tanning.”

BUY ON TAN-LUXE – $45