Industry-leading haircare brand Paul Mitchell and Global Ambassador Paris Hilton unveil “Stay Golden,” a new campaign celebrating the evolution of blonde through the lens of Los Angeles glam, professional expertise, and high-performance haircare.
Stay Golden celebrates the idea that great hair is a mindset, rooted in sunlit shine, effortless polish, and a modern take on LA style, with an acknowledgment of the Golden State’s lasting influence on beauty. Inspired by Paul Mitchell’s 1980 Los Angeles origins, the campaign bridges heritage authority with forward-looking innovation, spotlighting new pro-grade blonding solutions alongside iconic multitasking products across care, styling, and tools — set against a distinctly Californian aesthetic.
The latest iteration of the Paul Mitchell X Paris Hilton collaboration reimagines Paris Hilton’s signature blonde for today with Hot Honey Blonde — a more dimensional, sun kissed evolution. As the original Y2K blonde icon, Hilton brings an effortlessly polished, West Coast aesthetic that blends nostalgic glamour with a modern approach to hair health. Her golden blonde was created in collaboration with Tauni Dawson, Celebrity Colorist and Paul Mitchell Pro Partner, delivering a bright yet soft, golden finish that embodies today’s effortless blonde.
“The campaign feels very golden, glowy, and nostalgic in the best way. The hair is soft and voluminous and super shiny, very LA. It captures that effortless glam that feels both natural and alluring. And it was so fun to incorporate palm trees and the beach into the setting. It means so much to me to partner with Paul Mitchell since it is such an iconic LA brand I grew up using,” says Hilton.
At the core of the campaign is the “Icons of Summer” edit: a curated lineup across care, styling, and color designed to achieve and maintain the look, with a focus on the newly refreshed professional blonding portfolio, and multitasking essentials for summer care, repair, and styling.
Care
The multitaskers hair needs
- 15-in-1 Leave-In Spray ($23.00)
- 15-in-1 Mask ($24.00)
Style
Summer stylers that slay
- Super Clean Hairspray ($24.00)
- Extra-Body Sculpting Foam ($18.00)
- Texturizing Spray ($27.00)
- Sculpting Foam ($31.00)
- Super Skinny Serum ($30.00)
Color
Brighter, faster, stronger blonde
- Forever Blonde Shampoo ($27.00)
- Forever Blonde Conditioner ($27.00)
- Pre-Bonded Lightener (Professional Use Only)
Marking a new chapter for the brand, Stay Golden introduces Celebrity Colorist and Paul Mitchell Pro Partner, Tauni Dawson, and Celebrity Stylist and Paul Mitchell Brand Ambassador, Justine Marjan, joining Paris Hilton in an expert-led partnership that bridges professional technique with elevated at-home styling. Together, they bring a holistic approach to achieving and maintaining modern blonde, from in-salon transformations to everyday routines.
“Paris and I are both LA girls, so this was a really fun and natural campaign. Stay Golden is a love letter to that iconic ’80s blonde we grew up seeing everywhere — sun-kissed, effortless, and impossibly cool. The vibe is timeless, just like great hair,” said Michaeline DeJoria, Chief Executive Officer of John Paul Mitchell Systems.
For more information on Paul Mitchell x Paris Hilton, visit paulmitchell.com and follow the brand on social media.
