Paris Hilton is known for many things, one of which is her enviable sunkissed glow. Now, the media personality has made it possible to recreate her radiance thanks to her aesthetically pleasing collaboration with Tan-Luxe—marking the beloved self-tanning brand’s first-ever celebrity partnership.
The “Stars Are Blind” singer has officially unveiled The Future Collection on Sunday, April 21, available at Ulta Beauty and on the Tan-Luxe website. The limited-edition duo comprises a 360 airless self-tanning mister, which applies clear to ensure mess-free application (and stain-free bedsheets!), along with a tanning mitt for seamless blending.
In an interview with WWD, Hilton said the new launch is “very different from any other product lines out there for tanning.” What sets it apart? Firstly, its pretty pink packaging is an immediate standout. But it’s not just about looks. According to the brand, the self-tanner’s bronzing effects are long-lasting, holding up for a minimum for 10 days from a single application.
And true to the brand’s founding philosophy, “The Future duo makes it possible to customize your tan.” Tan-Luxe promises a different level of tan depending on how much time you have to let it process: a sun-kissed glow in one hour, a golden tan in just two hours or a deep bronze after four.
What’s more, The Future has a lovely scent. Unlike many self-tanners notorious for their less-than-pleasant smell, this one stands out. Hilton played a pivotal role in crafting its fragrance, infusing it with notes of cassis, violet, and white leather, dubbed “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, who shared with WWD that she’s been using Tan-Luxe formulas for years, explains. “I knew I’d found my match when I tried Tan-Luxe’s clear formulas. They were a total game-changer to me, and felt like my tanning routine had stepped into the future! I feel my best with a glow and that’s why I’ve partnered with Tan-Luxe to create the easiest-to-use, longest-lasting, and most hydrating tan ever.”
As told by Hilton, the formula includes skin-care 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, Tan-Luxe’s chief executive officer and founder in a statement to WWD. “Now, she’s a busy mom and would love to do something once a week instead of twice. She’s always been ahead of the curve, whether it be inventing the selfie in the early 2000s or trailblazing in 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 in a room together. And on set, because the name of the fragrance is Pink Sands, they built this desert of pink sand with a gorgeous sunset background.”
Elrick is optimistic about The Future’s success, acknowledging how much effort has gone into its formulation, and drawing confidence from the brand’s other innovative formulations. “Two thirds of our sales come from our self-tanning Face Drops, and we think 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’s gone into it, we haven’t done innovation at this level since we launched facial tanning.”
