As if being a world-famous model, socialite, singer, actress and fashionista is not enough, Paris Hilton is now a businesswoman too – and is investing in an “Uber for beauty” app created by a woman from Plymouth.
The global celebrity is now on board with The Glam App, which allows users to book hair and make-up appointments at their homes and works as a “virtual agency” connecting stylists with clients.
It was founded in 2015 by celebrity make-up artists and hair stylist Joey Maalouf, who teamed with Katrina Barton, after she left her native Plymouth for the slightly more glamorous environs of Los Angeles’ Sunset Boulevard.
Miss Hilton is already a business success, having launched her own skincare and make-up line, and is now lending her captivating executive talents to making The Glam App, already available in 23 North American cities, even more of a triumph.
The business is now seeking to expand, looking beyond the USA, while focusing on artist collaborations, and VVIP (very, very important person) options, including appointments with celebrity stylists – and a new look called the Paris, based on the heiress’s signature beauty routine.
“I’ve been a client and using The Glam App for four years,” Miss Hilton said. “I think it’s the future of beauty services because at the touch of a button you can have an incredible hair, make-up or nail stylist come to your front door and get you ready.
“It makes things so convenient and it’s literally like the Uber for beauty right now, I’m obviously running a huge business but a big priority of mine for the past year has been investing in companies I believe in.”
Miss Barton is a former Plymouth High School for Girls student who attended the city’s Geraldine Lamb School of Dance and worked as an usherette at Plymouth’s Theatre Royal before decamping for London as a teenager.
By the age of 21 she was in management and then left for the USA, where The Glam App has taken off to the extent that a “Paris Hilton launch party” with A-list guests will be staged on June 19, 2019.
“Paris has actually been a client of ours for years,” Miss Barton, now chief executive of The Glam App said. “She has used us in many cities while she’s travelling and we’ve built this relationship with her.
“It became apparent to all three of us that with her business acumen, entrepreneurial spirit, insight and knowledge of the beauty space, her involvement had to be an active executive one within our company.
“It truly is a testament when a long-term client wants to partner and invest in your business organically, especially if it’s Paris Hilton.
“She really represents our values and mission of making everyday gorgeous for everyone.
“Now, more than ever, we stand for the beauty needs of everyone via a platform that caters to all clients and stylists.”
Miss Barton said The Glam App is eyeing future expansion and explained: “We're currently the only international beauty app and have many requests to launch in Canada, Australia, Paris, Milan and The Middle East.
“The beauty of our app’s technology, is we can build out its functions and features wherever there’s a client and stylist regardless of language or currency.
“Although we are looking towards launching in these countries, these are one of many endeavours we plan to execute.
“Right now, we're launching the book online feature, bridal as a stand-alone feature on the app, and a handful of markets within the US before international expansion — the opportunities ahead for us are very pivotal and exciting."
Miss Barton is proud of her Plymothian roots, and the city’s football team, and said: “Given that all of my family still live in Plymouth, I visit often, actually I was only just there in April.
“I love coming home to see them, friends, to breathe a little and especially to get my fish and chip fix or go to an Argyle game.”
She added: “I think something I have come to realise the older I get is that I am incredibly grateful for my Plymouth roots.
“Having lived in London and now Los Angeles, what’s truly held me down and allowed me to not get caught up in this life here is the ability to keep grounded with my feet firmly on the floor.
“I’ve had to work incredibly hard throughout my journey knowing that nothing in life worth having comes easy, but for most people in Plymouth, we know how to graft and we’re not afraid of hard work.”
Miss Barton is also a keen advocate for women’s rights and said she is “privileged to lead a team that offers 50% inclusion for women at both an executive and management level”.
She has advice for other young people wanting to be a success in business and said: “I am very passionate about leading by example, my team at The Glam App will tell you that.
“Fighting for diversity, equality and women’s rights are extremely important to me. At just 21, I was a divisional manager in London and had to sit in a board room as a young woman in a male orientated industry and very quickly had to learn to be assertive and hold my own.
“To the young people of Plymouth and the UK, find a great mentor, listen with intent and know that you can be anything you want to be.
“It will take everything you’ve got, you’ll want to give up when it’s tough, but you must believe in your abilities because when you push through and get comfortable being uncomfortable, show up by turning your vulnerability into courage - right there, is where life happens.”
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To contact William Telford: william.telford@reachplc.com
