The entrepreneur and television personality has teamed with Meridith Rojas to launch a skin care-focused hand care brand targeting visible signs of aging.

The entrepreneur and television personality has partnered with Meridith Rojas, chief innovation officer of Axia Next, to launch Touché, a new hand care brand targeting visible signs of aging. Axia Next is the brand incubator of Axia Beauty Group, formerly VidaCorp.

The idea came about after the two met at a skin care event in January and began discussing the lack of innovation in the category.

“I buy everything. I’m a skin care junkie,” Hilton said. “I love skin care, and to think that we could do something for the hands was very, very exciting to me.”

Hilton, who has been using the products for about four months, said she has noticed a visible difference. For her, the appeal goes beyond skin care to how women feel about showing their hands.

“You want to wear jewelry,” she went on. “Your hands are on display. You’re holding a glass. You’re greeting someone. I mean, I used to have to put makeup on my hands.”

The brand will debut with Mani-Fest AM, a peptide-infused hand tint designed to blur imperfections while delivering longer-term skin care benefits. Available in six shades for $34, the product features a built-in applicator brush and a transfer-resistant formula. An initial drop is scheduled for Dec. 15, exclusively at touchehandcare.com, where consumers can now join the waitlist, with a broader rollout planned for early 2027.

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