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Paris Hilton: Fragrance Entrepreneur and ‘Undercover Nerd’?

Paris Hilton is launching her 25th fragrance. Called Electrify, the scent is meant to capture the rush Hilton feels when she is DJing. “Electrify was inspired by nightlife, me DJing, and just being on stage and performing in front of people and that amazing feeling I get where I feel like I’m electrified,” Hilton said during a wide-ranging business interview at her Manhattan apartment. Hilton has been in the beauty industry since 2004, when she launched Paris Hilton — her first fragrance. Since then, her brand is estimated to have done $2.5 billion in fragrance sales. For context, Jennifer Lopez has done about $2 billion in fragrance sales since 2002. She has also branched out into other categories, launching a skin-care range that’s set for a store rollout in Asia, making tech investments, and opening Paris Hilton retail stores in the Middle East and Asia. In all, Hilton now has 19 product lines. At her New York loft — which is decorated mostly with large-scale photos of herself, plus Terry Richardson’s The Paparazzi Machine and homewares from John Derian — Hilton is in between engagements. She’s supposed to post her first YouTube episode at 2 p.m. — “oh, s–t, let me just post this really

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