Overview

• Hilton fronts new creative across Paul Mitchell’s digital, social and in-store channels.
• The launch features three distinct hair looks executed by celebrity stylist and Paul Mitchell School alum Sienree Du.
• Campaign imagery was photographed by Giel Domen and Kenneth Van de Velde.
• The effort spotlights the XO Your Pro initiative, which elevates the stylist–client relationship.
• CEO Michaeline DeJoria points to strong growth and a push to reach younger audiences, aligning with Hilton’s emphasis on cruelty-free, philanthropic values and including a donation to the LA Wildfire Relief Fund.