Paris Hilton partners with on-demand beauty services app

Paris Hilton has become an investor in an on-demand beauty app that will provide in-home services.

The entrepreneur turned DJ is reportedly worth $300 million (£228 million) thanks to her own collection of brands which include fragrance, cosmetics and skincare. And now she has made her first external investment in The Glam App, founded by hair and make-up artist Joey Maalouf and actress and fashion blogger Cara Santana in 2015, which works with 3,000 stylists in 23 markets to offer a range of beauty services at the touch of a button.

“It’s going to make a difference in people’s lives, make them feel gorgeous and confident and look hot on all their dates,” Paris told WWD.

Paris is a partner at the company and will be involved with the board and decision-making. She has already contributed the idea for the app’s highest tier of service VVIP, and helped to create custom hair and make-up looks that will be available in the tier.

“I have all my friends who I’ve worked with for years who are joining the app as VVIP stylists,” she smiled.

Maalouf explained the socialite was the perfect partner for the business, as she started out using the app as a customer.

“She had used us in many cities while she’s traveling and we’ve built this relationship with her, and one thing led to another and it made sense for us to work together,” he said.

“I thought it’s a really genius idea that at the touch of a button you can have hair, make-up, nails, everything brought to your house and get ready there or wherever you like instead of having to go to a salon and deal with all that,” Paris shared, explaining why she got involved with the company. “It’s such a job in itself to have to go to the hair salon, then you have to go to the nail salon, and somewhere else to do your make-up – you could take up your whole day driving around to all these places.”