Last year, Paris Hilton joined the ranks of Kylie Jenner and Jessica Alba and launched her own skin-care line. ProD.N.A. debuted with four products centered around a proprietary skin cell-renewing complex called GenoMatrix that Hilton developed alongside “world-renowned chemists.” With a year as a skin-care brand owner under her belt, Hilton is taking ProD.N.A. to the big time, aka South Korea.
As WWD reports, Hilton threw a launch party in Seoul to celebrate ProD.N.A.’s South Korean expansion. The brand is already sold in 12 countries, but it seems like the K-beauty trend-setters have a special place in Hilton’s heart and business strategy.
“It’s a unique market because of their love for skin care. I’ve even seen these routines where there are like 18 steps…more than any other market in the world. They just love skin care,” she told WWD. “Already I know that it’s going to be a huge success because everybody is already loving it so much.”
The rollout will begin with home-shopping networks, then enter duty-free shops, and department stores, with the goal of eventual ProD.N.A. storefronts. According to Nicky Ju, CEO of local South Korean distributor Bellissima Cosmetics, the country’s range will include some targeted products that aren’t available in the U.S. market. Those South Korean-specific items will include fine line-smoothing and skin-whitening products (which are controversial both in the U.S. and abroad).
“I’m really proud to be part of something that really is changing people’s lives and their skin, making them feel more confident and youthful,” said Hilton.
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