Paris Hilton is launching her 29th fragrance, Love Rush. It’s a part of her Rush collection, and the bottle is inspired by her wedding dress. 

Parlux, a wholly owned subsidiary of Perfumania Holdings Inc., continues to manage her fragrance portfolio. 

Hilton recently launched Ruby Rush, her 28th scent, expanding distribution to Dubai and India. She appeared at a “meet and greet” in Mumbai. 

Love Rush continues the silhouette-shaped bottle design, but this time the bottle is white, like her wedding gown. Hilton married Carter Reum in November 2021—and the fragrance launch date is also her wedding date, 11-11. 

People reports Hilton created the scent three days befroe her wedding day, and wore it for her walk down the aisle. “So that just makes me just feel proud, and every time I wear it, I just have so many memories of the wedding… to be able to make this fragrance for all the future brides is something that really just makes me happy,” she said. 

Love Rush includes notes of Italian bergamot, white apricot nectar, gardenia, sandalwood, and vanialla orchids. Firmenich’s Clement Gavarry created the scent, after meeting with Hilton. 

On December 1st, according to People, Hilton will be signing her fragrance bottle for fans’ avatars in the Metaverse on Roblox. (She recently partnered with Urban Decay to throw a Halloween party in the Metaverse.)

Photos via Paris Hilton Fragrances