Paris Hilton Launches ICONIC Eau de Parfum via Parlux Partnership at Ulta Beauty

Paris Hilton Fragrances has launched ICONIC Eau de Parfum, a bold new scent marking the brand’s exclusive retail debut at Ulta Beauty, the largest beauty retailer in the U.S. The fragrance, available in stores and online from April 20, 2025, underscores Hilton’s two-decade reign as a trailblazer in the celebrity fragrance industry while aligning with Ulta’s mission to deliver innovative, trendsetting products to beauty enthusiasts.

The Scent: A Floral-Fruity Masterpiece

ICONIC blends whimsical elegance with timeless sophistication, reflecting Hilton’s signature glamour. The fragrance unfolds in three layers:

• Top Notes: Juicy Pear Blossom, Raspberry, and Peach Nectar
• Heart Notes: A floral bouquet of Peony, Lily of the Valley, and Magnolia
• Base Notes: Warm, sensual undertones of Sandalwood, Amber, and Musk

Priced at $80 (100 mL), $48 (30 mL), and $27 (10 mL), the vegan formula is housed in a sleek, iridescent bottle adorned with a gold charm—a nod to Hilton’s love for luxury.

Strategic Ulta Beauty Partnership

The collaboration with Ulta Beauty, spanning 1,400+ stores and its e-commerce platform, signals a strategic shift for Paris Hilton Fragrances. Previously available through select retailers, the move taps into Ulta’s 40 million+ loyalty members and amplifies accessibility for Gen Z and millennial shoppers.

“ICONIC embodies confidence and glamour—qualities Ulta’s customers embrace,” said Paris Hilton. “This partnership is a dream come true, and I can’t wait for everyone to experience it.”

Linda Suliafu, Ulta’s Vice President of Merchandising, highlighted the alignment: “Our guests crave innovation, and ICONIC’s blend of fresh florals and decadent fruits perfectly complements their evolving fragrance wardrobes.”

Paris Hilton’s Fragrance Legacy

Since her 2005 debut with Paris Hilton for Women, Hilton has released over 25 fragrances, collectively generating $3 billion+ in global sales. Her early scents, like Heiress and Can Can, redefined celebrity perfumery, blending affordability with aspirational branding.

Parlux Ltd., the licensee behind ICONIC, further solidifies this legacy. Known for blockbuster collaborations with Billie Eilish and Drake, Parlux has mastered the art of merging celebrity influence with mass appeal. “Paris’s authenticity resonates globally,” said Parlux President Lori Singer. “Ulta’s platform allows us to connect with both loyal fans and new audiences.”

Market Impact and Availability

The launch arrives amid a resurgence in celebrity fragrances, driven by social media and Gen Z’s demand for personal expression. ICONIC’s Ulta exclusivity positions it to compete with trending scents like Sol de Janeiro’s Cheirosa and Selena Gomez’s Rare Beauty line.

Following its April 20 U.S. debut, the fragrance will expand internationally, and brand statements hint at plans for complementary products like body mists and candles.

Where to Buy:

Online: parishiltonfragrances.com (available now)

In-Store: All Ulta Beauty locations and Ulta.com (from April 20)