Paris Hilton has launched a new skincare line, Paris Hilton Skincare. Hilton Lifestyle, LLC manufactures and packages the line in Los Angeles.

The line is called Pro D.N.A., and claims to help speed up the repair of damaged DNA in the skin’s cells. Damage happens from UV light, pollution, stress, and free radicals, the brand says. However, the brand is not targetting only older consumers. The website states: “When DNA degeneration occurs, skin loses buoyancy, brightness and uniformity, creating the appearance of aging skin. Our complexion begins to show signs of wear and tear in our early teens, not only taking the form of wrinkles, but even manifesting in seemingly harmless ways like hyperpigmentation and dryness.”

The products contain marine microalgae, which are “DNA repair enzymes.” The brand’s proprietary GenoMatrix combines exclusive marine microalgae enzymes with a complex of natural actives help support the body’s natural DNA repair process.

ProD.N.A. features four products as part of an entire skincare regimen created by Paris Hilton herself. “From a very young age, my mother taught me the importance of taking care of my skin,” states Paris. “I have been obsessed with finding the best products on the market to help me look and feel young, so after years of searching I decided to create a line that can offer the absolute best results.”

The collection includes Lift & Firm Eye Cream, Face & Decolletage Cream, Dual Action Cleansing Gel, and Advanced Recovery Serum. The packaging looks luxe in a dark, chocolate brown hue accented with warm gold collars and caps. There are two airless bottles in the line, with pump dispensers, and airless jar, and a tube. 

The products are available on the brand’s website and at select retailers both domestic and worldwide. Hilton is promoting the line on Instagram, which is the source of the first photo on the left.