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Paris Hilton and Tan-Luxe present: the future of tanning

Chloe Burney
23 April 2024

Paris Hilton, the self-proclaimed tan-a-holic, has teamed up with Tan-Luxe to present the future of tanning. According to Hilton, THE FUTURE Airbrush 360 Self-Tan Mist is "the easiest-to-use, longest-lasting, and most hydrating tan ever".

Back in 2015, Brendan Heggarty, Marc Elrick and Joanna Livingstone founded Tan-Luxe on the idea: If you can customise your makeup, why not your tan? Since then, the brand has launched "game-changing" tanning products and garnered a loyal following.

The new tan mist is the latest "groundbreaking" formula that aims to "redefine beauty standards" by bringing professional-grade tanning to one's home.

Tan-Luxe Founder and CEO, Marc Elrick, said: "For our first-ever celebrity collaboration, Paris was the ideal choice.

"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."

As a self-proclaimed lover of spray tans for over 20 years, co-developing a formula that helped people achieve her signature bronzed skin felt like a natural fit for Paris. She said: "I’ve been spray-tanning for over 20 years, and I’ve tried every formula on the market to perfect my glow.

"I knew I’d found my match when I tried Tan-Luxe’s clear formulas. They were a total game-changer to me. It felt like my tanning routine had stepped 40 years into the future!"

Paris has been a fan of Tan-Luxe’s products for years. When Tan-Luxe’s founder met with Hilton, she had a few requests for the new 360 Self-Tan Mist. She wanted the self-tanner to last longer, so she had to tan less, look more natural, and work with every skin tone.

Per her request, the transformative formula delivers a flawless, customisable glow in as little as one hour. It's clinically proven to last a minimum of 10 days from a single application, moisturise skin by up to 66% and develop in just four hours.

This isn’t the socialite-turned DJ-turned entrapaner’s first foray into beauty. Back in 2004, Hilton attempted to revolutionise celebrity fragrances with her debut scent – Paris Hilton for Women. This passion project soon turned into a multi-million-pound business.

Fusing her two passions, the tanning mist features an exclusive sparkling Pink Sands scent, curated exclusively by Hilton for Tan-Luxe. It contains notes of cassis, violet, and white leather.

THE FUTURE Airbrush 360 Self-Tan Mist and Luxe Tanning Mitt is available for £39 at Space NK, Cult Beauty, Look Fantastic, and Selfridges.

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