A few months ago, when our staff first heard Paris Hilton was going to launch a new skin care brand, we had the usual skepticism-fueled conversation that celebrity beauty brand announcements tend to inspire in our team chats. (“Really, another one?”) In a constantly expanding market of products made by famous people, there are no guaranteed standouts anymore—but, in all fairness, Paris Hilton has never been the type to blend in.

And it’s not like she’s inexperienced in business or beauty, either. In the past 20 years, she’s launched dozens of fragrances, plenty of them beloved, and introduced a color cosmetics line back in 2017 (around the same time Fenty Beauty debuted and catalyzed the great celebrity-brand boom). This isn’t even Hilton’s first skin care brand; first, there was ProD.N.A., which launched in 2018 and was later discontinued.

Her new brand is called Parívie and falls under 11:11 Beauty, a new joint venture between Hilton’s 11:11 Media and Guthy-Renker, the company behind JLo Beauty and Cindy Crawford’s Meaningful Beauty. (Hilton’s fragrances are made with Parlux.) On May 7, the brand will launch on parivie.com with a pre-order bundle containing the full Parívie lineup—a cleanser, serum, moisturizer, night cream, neck cream, and overnight treatment—and they'll be available for individual purchase on the site starting May 19.

“I wanted it to be something that when people see it, they know it's me,” Hilton told me over a Zoom call back in early March. The metallic hot-pink gradient of Parívie’s packaging, a stark contrast to ProD.N.A.’s simple matte black, certainly achieves that goal. What’s more, the cream lids are topped with a star encased in clear acrylic. (Alexa, play “Stars Are Blind.”) And, naturally, the product names (like That’s Radiant, or That’s Firm) are all takes on her iconic catchphrase—say it with me now—"That's Hot."

What do these products do, you ask? Much of the line and its marketing revolve around protecting the skin from stressors that come with a modern lifestyle, like blue light exposure, tech neck, environmental pollutants, and, at least in my case, frowning at the news until fresh wrinkles form. That’s why Hilton and her cofounder Alexandra Marsh (who has led other brands within Guthy-Renker) aimed for formulations that strengthen the skin barrier and target fine lines.

The Parívie team also conducted clinical tests on its serum, neck treatment, moisturizer, and night cream; each study observed the immediate effects of the products on 30+ subjects, plus the effects of daily use at the four- and eight-week marks using visual and instrumental examination by an “expert clinical grader,” and subject self-assessment—in most cases, almost all participants reported some kind of improvement in their skin health or appearance. [Parívie did not disclose how it sourced its participants nor the exact makeup of its participants, but Marsh tells Allure they were “aged 25 to 55. Range of skin tones as well, and different skin types.”]

All the formulas that were clinically tested include a proprietary ingredient called “inPHinite Youth Technology.” Its exact makeup is legally protected, of course, but Parívie’s press releases describe it as “a blend of advanced plant peptides, dynamic ferments, potent extracts, and an AI-discovered peptide that targets stress-related skin concerns.” Marsh and Hilton weren’t able to tell me the exact process behind using artificial intelligence to discover a peptide, in part because of further proprietary information, but believe me, it piqued my curiosity enough to ask. This inPHinite Youth Technology makes an appearance in the line’s serum, moisturizer, night cream, and neck treatment.

But then there’s the question of whether or not Parívie’s products actually work. As anyone would say about their own products, Hilton insists, “This brand actually has real results.” Honestly, at a $38-125 price range, it better. Hilton says Parívie took two years to develop, and she tested products daily during that time, going through ”20 or 30 versions” of some before approving their final formulas. “I had a notebook and would always write down what I thought needed to be added, if I wanted a different consistency, if I wanted to feel the effects right away,” she says.

This is a woman who is very serious about her skin care and wellness, so none of this came as a surprise. After all, she’s got a full-service spa in her home dubbed the “Sliving Spa”—that’s “living” and “slaying” combined—a pink paradise of hyperbaric chambers, cryotherapy machines, hydrafacial devices, red light beds, LEDS saunas… you name the high-tech skin-care device, Hilton owns it. It seems like a magnum opus of sorts—for the duration of our interview Hilton and Marsh sat directly beneath a pink neon sign embalozing the spa’s name, framed perfectly in view of the web camera. But can all of that translate to a credible skin care brand of her own?

Naturally, the Allure team had to test it independently to know. So we did: Three other editors and I have been slathering ourselves with Parívie since March. I even ran each product’s ingredient lists by a couple of cosmetic chemists (they were not made aware of the brand, its founder, or the full product names) to determine if these formulas live up to their ingredient claims. Below, our brutally honest thoughts and some expert input on every single Parívie product, in no particular order.

The testers:

• Jessica Cruel, editor in chief
• Jenny Bailly, executive beauty director
• Nicola Dall’Asen, senior news editor
• Briana Rengifo, designer

The experts:

• Perry Romanowski, cosmetic chemist
• Kelly Dobos, cosmetic chemist

That's Radiant Daily Purifying Cleanser, $38

The moment I cracked open That’s Radiant for the first time, I thought of my mom. If yours is also of a certain generation, this cleanser might have the same impact on you thanks to its traditional powdery rose fragrance, almost identical to some of the perfumes my mom wore back in the day. Hilton seems to have done that on purpose. “[My love of skin care] all started from my mom,” she told me when I asked her about her choice of scent. Hilton recalls being taught “the importance of looking after your skin” by her mother, Kathy Hilton, when she was really young. That experience more or less inspired this entire brand but especially the scent of That’s Radiant. “I love that it has that kind of nostalgic scent.”

Some people may hear the words “fragrances” and “skin care” in the same sentence and go running for the hills—a fair reaction, IMO, since plenty of people are allergic to them—but cosmetic chemist Kelly Dobos says that there’s less risk of an allergic reaction in a rinse-off cleanser as opposed to something you leave on, like a cream. Hilton is aware of this, too; That’s Radiant is the only product in the line containing any kind of fragrance. “I didn't want to have fragrances in the other ones,” she says. “[Those are] going into your skin barrier…it's not a perfume.”

I wouldn’t blame sensitive-skinned folks for steering clear regardless; cosmetic chemist Perry Romanowski says rinsing off a product doesn’t completely eliminate the chance of allergic reaction. But those who are into that old-school smell and whose skin can handle it may love this cleanser, which I can personally attest does leave the skin feeling clean, refreshed, and a little glowy—in other words, not dried out.

At the end of the day, That’s Radiant is a pretty standard cleanser formula that “contains a blend of mild surfactants that will gently cleanse and not over strip the skin,” says Dobos. Those mild surfactants are what give this gel the ability to form a very light, sudsy lather, which is important to me in a cleanser. Dobos also noticed that one of its primary ingredients is salicylic acid, an ingredient that you likely know as an acne treatment, though it does provide the general benefit of keeping pores clear and targeting inflammation.

That's Smooth Skin-Perfecting Elixir, $65

What, exactly, is an elixir and what’s it supposed to do? This one is an exfoliating treatment designed to even out skin tone, brighten dark spots, and reduce the appearance of pores. Though it doesn’t exactly look like one in its dropper bottle, it’s nearly equivalent to an exfoliating toner or essence.

Given that it doesn’t contain Parívie’s proprietary peptide blend—more on that in a sec—this product has one of the most straightforward formulations in the line. As Dobos confirms, it’s more or less a concoction of alpha hydroxy acids that help keep pores clear and encourage cell turnover (which, in turn, does all those things I mentioned just a moment ago).

Additionally, its lactobionic acid and arginine “help hydrate the skin, which improves texture,” and a vitamin B-12 complex “helps to calm irritated skin,” a welcome addition given that AHAs can cause irritation and increase sensitivity to sun exposure.

If there’s a star of this brand in our eyes, it’s without a doubt That’s Smooth. Our editor in chief Jessica Cruel and executive beauty director Jenny Bailly both label it as their favorite by far, thanks to the immediate results it yields.

“When the lab samples arrived on my desk, the dropper bottle filled with what looked like a pink love potion was the first thing I wanted to try. Turns out it was a bit of a spell because I fell hard for the results after using these drops at night,” Cruel says. “Whether combined with the Parívie night cream or under my other favorites, it left my skin smoother and brighter in the AM. This elixir traveled with me across states and country lines for months, and it became my go-to for reviving a dull facade caused by too much dry plane air."

Bailly has also added it to her regular nightly rotation. After using it at night, “I reliably wake up with skin that’s indeed smooth… very smooth,” she says. “I usually have to put up with a little sting or temporary redness to get my skin to feel this silky, but so far this water-light formula has triggered neither.”

That's Tight Plumping Vitality Serum, $125

When I asked Hilton what her favorite Parívie product is, she said it was like “choosing one of my children”—and then she immediately chose this serum. “I love that it's a multi-tasker… It really firms and tightens your skin. I've never seen a product like this,” she says.

Having used this serum on and off for a couple of months now, I can’t confidently say it’s unlike anything else on the market, but it does include that proprietary inPHinite Youth tech that, legally speaking, does set it apart from the crowd a bit. Like I said earlier, we aren’t privy to the exact ingredient blend and its potency level, but this serum’s general formulation does include a bevy of botanical ingredients intended to protect against environmental stressors, prevent fine lines, and strengthen the skin barrier, such as camellia sinensis leaf extract, ipomoea batatas root extract, and oryza sativa hull extract, which Dobos says have “antioxidant benefits that protect skin against blue light and UV.” Romanowski highlights the formula’s—warning: long, science-y words ahead—sodium dilauramidoglutamide lysine, which he describes as “a niche barrier-support ingredient. It's nice but subtle.”

Dobos also pointed out the serum’s cocktail of peptides. (Peptides, FYI, are short chains of amino acids that signal cells to perform specific functions like collagen and elastin production.) Specifically, those peptides include acetyl dipeptide-1 cetyl ester and tridecapeptide-1, which she says are ”both purported to reduce muscle contraction to improve wrinkles.” It also includes pentapeptide-22, which is ”designed to reduce hyperpigmentation from UV exposure,” and oligopeptide-1, which ”supports skin cell growth and slows thinning of skin that comes with age.” All said, it’s not totally clear exactly how strong this proverbial cocktail is; Romanowski says some of these peptides lack strong, independent clinical research and therefore might sound more impressive than they are.

None of our editors who tested this serum noticed a drastic change in their skin after a couple of months of use, but for what it’s worth, these are long-game ingredients that require much more time and consistency to take effect. Still, I do have to appreciate its consistency; it’s a feather-light texture that melts into skin instantly and gives an immediate boost of moisture.

Oh, and about that price tag. Why? Sadly, it’s hard to say for sure. Dobos says a few things could make a serum more expensive, generally speaking; it could be the result of a higher-than-average concentration of peptides, a lower-than-average water content, or even intricate packaging (That’s Tight comes in an air-tight pump bottle made with really sturdy materials). “Pricing can also be part of strategy, positioning the product as prestige and presenting it as more effective,” Dobos says.

That's Quenched Barrier Support Crème, $64

Hilton wanted Parívie to provide a luxurious experience, and I’d argue that’s most evident in That’s Quenched. Housed in a jar that’s got some heft to it, this daytime moisturizer is about as thick as they come—dipping your finger into an untouched batch kind of feels like poking at freshly set Jell-O—but it spreads into thin, buildable layers that dry down into a glossy and smooth finish, almost like a makeup primer. It reminds me of Charlotte Tilbury’s Magic Cream, another super-thick cream that’s intended for base makeup prep. Much like that formula, a little goes a very long way with That’s Quenched.

Me? I’ll be using up every single jar of this stuff that comes my way. Though it’s not my end-all, be-all moisturizer, its glossy-but-dry finish helps me greatly when applying foundation, which tends to travel into my fine lines and flake up without a hydrated base. That said, I have a normal skin type that doesn’t require heavy amounts of moisturization to thrive. Our designer Briana Rengifo had a different experience. “It was not enough for my dry skin,” she says. “It provided hydration for only a little bit after applying; I felt as though I could apply more again later.”

Our differing opinions make sense based on the ingredient make up. The cream feels like it’s super-hydrating thanks to the presence of fatty alcohols, esters, and lightweight emollients like squalane and C13-15 alkane, according to Romanowski. They “make it feel rich but fast-absorbing. It’s mostly sensory—real hydration comes from humectants.” Those are present in this formula, too, in the form of glycerin and hyaluronic acid, but they aren’t the cream’s main focus (that would be the inPHinite Youth and all those aforementioned peptides). Still, it does contain a “ceramide–cholesterol–phytosphingosine combo” that Romanowski says “is solid for barrier health.”

That's Restored Overnight Repair Crème, $85

Second in our ranking of Parívie favorites is That’s Restored, a night cream that surprised me with its texture. While I expected to crack open this jar and find a cream as thick if not thicker than That’s Quenched, I was instead met with a lighter, silkier formula. One that surprisingly created a slick, occlusive seal atop the rest of my skin care products with just one thin layer.

This night cream claims to replenish moisture and restore elasticity, and I feel confident telling you those claims are true. Immediately after applying this cream, my skin looks and feels noticeably plumper. Though it kind of sits atop the skin at first, it definitely sinks in overnight; I’ve consistently woken up to calmer, brighter, and glowier skin after using it. It’s probably my personal favorite in the line.

Rengifo is also a big fan. “My dry skin took favor to an extra step in my night time routine and I woke up with my skin feeling smoother and a bit brighter,” she says. Bailly also saw some pretty immediate plumping effects. “I used it several nights in a row after a couple long flights and a few days at the beach had left my skin feeling parched, and my skin was quickly, well, restored.”

That plumping super power is probably due in part to the same blend of peptides and antioxidants—you guessed it, inPHinite—present in much of Parívie’s line. But as Dobos notes, it also gets a big boost of hydration from “various molecular weight forms of hyaluronic acid.” Niacinamide, she adds, makes it somewhat of an all-rounder. The ingredient “strengthens the skin barrier, reduces inflammation, regulates oil production, brightens skin tone, minimizes pores, and fades dark spots,” she says.

That's Firm Contouring Neck Treatment, $72

As it goes for basically any neck-centric skin care product, That’s Firm aims to target fine lines, whether from aging or tech neck (or both) and to tighten loose skin. We’ll be honest, no one at Allure found their necks miraculously snatched after using this treatment a handful of times (most of our testers only had small lab samples of this one). But that’s to be expected given how long these types of treatments take to really be effective. Nevertheless, it does seem to have potential to perform based on some of its key features.

The first is its rather unique texture; it doesn’t have the thick, creamy consistency typical of a neck treatment. It’s more like a serum or, more accurately, a jelly, which lends itself to an easy spread and a lightweight feel. “The gel-like texture likely improves absorption, layering, and cosmetic elegance, especially for daytime wear. It won’t occlude or feel heavy in warmer climates or under clothing,” Romanowski says. Dobos also points out the presence of polysilicone-11, “an elastomer gel that gives a soft, powdery afterfeel and also gives a more matte finish.” That, she adds, prevents products from feeling greasy or oily.

Romanowski warns that light textures such as this generally come at the cost of longer-term barrier support and moisturization, but that’s fine by me considering this formula doesn’t pill when layered underneath other creams or petroleum jelly. So you can certainly bump up the moisture and occlusion if desired.

And then there are the ingredients. That’s Firm contains the inPHinite Youth blend, so it comes with many of the same potential benefits as That’s Tight and That’s Quenched—but it also contains coffee seed extract and caffeine, antioxidants that Dobos says can improve microcirculation and protect skin from UV exposure and pollution.

Though none of us had the chance to observe the long-term effects That’s Firm has on our necks, I did notice an immediate (yet subtle) blurring effect on my tech neck lines the handful of times I used it. Dobos says that’s likely due to the formula’s silica, the stuff used in many makeup primers that fills in large pores and crevices to create a smooth canvas.

These six products will not be the last you see of Parívie. “This is definitely [just] the beginning,” Hilton says. “This is going to be a whole lifestyle brand.” What’s next? That remains under wraps. But after getting a front-row seat to its debut, I can only imagine Parívie’s future launches will be more pink and more purely, perfectly, unapologetically Paris than anything we’ve ever seen.

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