It’s a good hair day for Paris Hilton.

The multihyphenate celebrity entertainer and entrepreneur has a new global ambassadorship for the Paul Mitchell hair care and styling brand. She fronts a campaign that will span the company’s digital, social and in-store touchpoints. It was lensed by Giel Domen and Kenneth Van de Velde.

“Hair has always been a part of my identity. I’ve always loved being blond. It’s always been such a form of self expression,” Hilton said. “I’m very selective about who I partner with, it has to feel real and organic. I look for brands that share my values and have amazing quality, and a story I can connect to. Paul Mitchell is iconic, it’s family-founded, cruelty-free and philanthropic. And I love that they’ve stayed true to themselves while still innovating.”

Hilton grew up using the brand, remembering the fragrances in her favorite conditioner, and has since come to appreciate upcoming innovations like its Multitasking Dry Shampoo, Dry Conditioner Spray and Texturizing Spray that were used by the campaign shoot’s hairstylist, Paul Mitchell School alum Sienree Du.

“We really went all out,” Hilton said. “It’s very playful, very extra, leaning into my signature playful and glam vibe.”

The brand’s chief executive officer, Michaeline DeJoria, said the collaboration comes at a time of “really strong growth.”

“It’s stuff we’ve been laying the groundwork for for years. When I came into a top leadership position, I had a clear vision on what I wanted the brand to look like, where I wanted to go and how I wanted to get there,” DeJoria said. “Even our restage, which has been phenomenal for us, definitely took time to do.”

The strategy is a mix of catering to existing customers while accruing newer and younger ones, so an ambassador with universal appeal was paramount.

“It’s easy to share messages in the places that we always do,” DeJoria said. “There’s an entire global population that did not grow up with Paul Mitchell, and they’re now tweens and teenagers. We’ve earned that 45-year trust and loyalty, but we haven’t earned that yet with a newer demographic that’s younger. Having the celebrity alignment lends a megaphone to reach a lot of people.”

DeJoria posited that it’s not just about reach, but about an alignment of values. “She’s iconic, she spans generations, she’s all about doing good and giving back and leaving the world a little better than she found it. She loves animals, we pioneered cruelty-free. Paris is fun. Paris is happy. She doesn’t take herself too seriously, and we don’t either.”

The campaign also amplifies XO Your Pro, Paul Mitchell’s initiative, which “highlights the relationship between stylist and client,” DeJoria said. “Those personal moments with a stylist are so special. They’re your therapist, your makeover captain, your friend. There are certain things AI just can’t replace.”