Developed in collaboration with Parlux, the new scent serves as a deeper, more opulent follow-up to the original Iconic fragrance launched in 2025. The composition features a bright opening of bergamot, mandarin, and cassis, transitioning into a floral core of orange flower, jasmine, and muguet. A base of amber, musk, and vanilla provides the warmth Hilton describes as an invitation to step into one's own power. The bottle retains its signature faceted silhouette, now finished in a metallic lavender hue.

This release marks a shift in distribution strategy for the brand. While the fragrance will eventually reach Ulta Beauty stores and international markets, the initial push prioritizes digital discovery. The scent debuts on October 12 via an exclusive launch on Ulta Beauty’s TikTok Shop. Lori Singer, President of Parlux, credits the brand’s longevity to Hilton’s ability to evolve while maintaining an authentic connection with her audience. Priced from $27 for a travel spray to $80 for a 3.4 fl. oz. bottle, the product aims to bridge the gap between high-end prestige and the immediate, social-first landscape of modern beauty consumers.