Can Paris Hilton replicate her success in perfume in the sunless tanning market? Self-tan skincare brand Tan-Luxe is betting on it. The company is rolling out a new product with Hilton and her next-gen media company 11:11 Media. 

Tan-Luxe’s The Future Airbrush 360 Self-Tan Mist offers a professional-grade spray tan at home and year-round summer vacation skin, according to the company. It offers what Tan-Luxe is calling “Triple Tan+ Technology” and “Hydra-Boost Complex” with a sparkling Pink Sands scent curated exclusively by Hilton (it contains notes of cassis, violet, and white leather).

The Triple Tan+ Technology is a proprietary blend of glycerin, naturally derived DHA and erythulose and melanin enhancing red algae extract. The Hydra-Boost Complex contains multi-molecular humectants including hyaluronic acid and fructo-oligosaccharides with bioflavonoids that optimize the skin's “microenvironment boosting water reserves and maximizing vitamin D stimulation and increased hydration.”

Further the formula blends tripeptide 1 and tetrapeptide 7 to reduce the signs of aging increasing synthesis of collagen and elastin in the skin and helping improve texture while increasing firmness and elasticity.

Tan-Luxe contends it is clinically proven ast a minimum of 10 days from a single application; moisturize skin by up to 66%; and develop in four hours.

First Celebrity 

The new partnership also marks the brand’s first celebrity collaboration.

“For our first-ever celebrity collaboration, Paris was the ideal choice,” said Tan-Luxe founder and CEO Marc Elrick. “She has always been ahead of the curve, whether that be inventing the selfie back in the early 2000s, or, more recently, trailblazing in the Web3 space. To us, she is the future–and her evolution aligned so well with Tan-Luxe's pioneering spirit.”

Hilton knows the product category.

“I've been spray-tanning for over 20 years, and I've tried every formula on the market to perfect my glow,” Hilton said in a statement. “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.”
The campaign video for The Future Airbrush 360 Self-Tan Mist was the culmination of nearly a year of collaborative efforts between  Hilton and Tan-Luxe, according to the brand.

Tan-Luxe is also rolling out Luxe Tanning Mitt, a soft, reusable, hydrating applicator made from plush plant-based fibers and infused with anti-microbial technology, hyaluronic acid, and vitamin C.

The Future Airbrush 360 Self-Tan Mist and Luxe Tanning Mitt will be priced at $49 for 150ml/5 oz and sold exclusively at Ulta Beauty online and in stores.

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