Paris Hilton Redefines the Modern Blonde in Paul Mitchell’s ‘Stay Golden’ Campaign

Paul Mitchell is redefining the “modern blonde” through the lens of California-cool glamour. For the legacy haircare brand, no better woman with whom to bring this multi-platform campaign to life than the OG herself and (its global brand ambassador): Paris Hilton.

Rooted in Paul Mitchell’s Los Angeles heritage, “Stay Golden” celebrates the idea that great hair is a mindset, blending sunlit shine and a modern interpretation of West Coast style, officials said. What’s more, the campaign bridges the brand’s legacy in professional haircare with forward-looking innovation, spotlighting a full system of pro-grade blonding, care, and styling designed to deliver healthy, high-impact blonde.

At the center is Hilton’s newly evolved signature shade, “Hot Honey Blonde,” created in collaboration with celebrity colorist and Paul Mitchell Pro Partner Tauni Dawson. A softer, more dimensional take on her signature Y2K blonde, the look reflects today’s shift toward luminous, natural-looking color with an emphasis on hair health, shine and movement.

Summer Edit

The campaign is anchored by the Icons of Summer edit, a curated lineup across care, styling, and color that delivers a seamless, salon-to-home routine. Featuring multitasking essentials like the 15-in-1 Leave-In Mask, styling staples including 15-in-1 Spray and Super Skinny Serum, and the Forever Blonde system alongside a professional Pre-Bonded Lightener, the collection is designed to brighten, strengthen, and maintain blonde with pro-level results, officials said.

Marking a new chapter for the brand, Stay Golden also introduces an expert-led partnership with Tauni Dawson and celebrity stylist and Paul Mitchell Brand Ambassador Justine Marjan. Together with Hilton, they bring a holistic approach to modern blonde, from in-salon transformations to elevated everyday styling.