Y2K Nostalgia Sends Interest in Paris Hilton’s Perfume Soaring, Say Industry Experts
Twenty years ago, Paris Hilton released a perfume line. She released the 30th perfume in her line in 2025 and, after her 45th birthday, has continued to rack up sales. Interest in her perfume line has steadily grown over the past five years. Beauty experts say Y2K nostalgia has driven this spike.
Interest in Paris Hilton’s perfume is soaring
According to analysis by Fresha, “Paris Hilton perfume” has generated 69,000 searches in the past month. This is a 32% increase in the past quarter, and interest has continued to grow since 2021. They noticed sharper spikes in 2024 and early this year.
Hilton, who turned 45 this month, is an icon of the early 2000s. Danielle Louise, a beauty expert with Fresha, said Hilton’s recent birthday highlights her brand’s endurance.
“Paris Hilton’s fragrances are a perfect example of how emotional value drives buying behaviour,” she tells us in a statement. “People aren’t just shopping for scent, they’re buying nostalgia, identity, and a feeling. Turning 45 highlights how enduring her brand equity really is.”
She added that she believes nostalgia is partially responsible for her line’s success. Hilton herself said she was a pioneer in Y2K fashion.
“Celebrity perfume has shifted,” she said. “It’s less about aspirational luxury and more about cultural memory. Consumers who grew up with these scents are now in their peak earning years, and they’re repurchasing with confidence.”
Paris Hilton said she is proud of her perfume empire
After launching her 30th perfume, Iconic, Hilton said she is proud to have been a trailblazer in the industry.
“I’m so proud to be one of the original celebrity fragrance founders,” she told L’Officiel . “I launched my first fragrance in 2004 — well before it became a trend — and really created the blueprint for today’s multibillion-dollar industry.”
She said she hopes her success in the field will inspire other women.
“As a little girl, I dreamed of having one perfume; I never could have imagined that I would be here, 20 years and 30 fragrances later,” she said. “So I’m proud to inspire future founders, especially women, to pursue their passions in this space.”
She shared what she wished she knew when she first launched a fragrance line
After two decades in the industry, Hilton said her approach to her business has changed. She shared what she wished she knew when she first launched her perfume line.
“I wish I would have known just how important it is to have the right team around you from the start,” she said. “I think it’s important to really trust your instincts; if something or someone doesn’t feel right, you should always believe that feeling. It’s really about surrounding yourself with people you can trust, who want to lift you up and support you.”
