Fragrance house

Paris Hilton

Paris Hilton’s fragrance brand began in 2004 as a licensed line, when Parlux agreed to develop and distribute fragrances under her name. The first women’s fragrance launched in November 2004, followed by a men’s fragrance in April 2005. In April 2012, Perfumania acquired Parlux, which became its wholly owned subsidiary and was reorganized as Parlux Fragrances, LLC. During Perfumania Holdings’ 2017 Chapter 11 reorganization, MJA Beauty received the company’s outstanding shares; the filing stated that Parlux entities were not debtors in the proceedings. As of April 2025, the official fragrance website identifies Aladdin Fragrances, doing business as Parlux Ltd., as the operator under license from 11:11 Media and Paris Hilton. Hilton remains involved in naming and scent development. By September 2019, ELECTRIFY was announced as her 25th fragrance in fifteen years. Paris Hilton for Women, launched as the line’s first fragrance, is described as an international best-seller.