Friendship, Inclusivity… And Cocktails. Paris Hilton’s New ‘Wicked’ Promo Is, Indeed, For Good

Count Paris Hilton among the legions of Wicked fans counting down the days until the November 21 release of part two of the film adaptation of the hit Broadway musical.

The multi-hyphenate entertainer, entrepreneur, activist and advocate says she relates to both the film’s protagonists. “I love Elphaba. I think she’s such a bold and emotional power woman, and I love when she speaks her truth. She’s very misunderstood and that’s very relatable to so many people,” Hilton says. “And of course Galinda, with her sparkle and the pink, just the way she is a princess.”

Hilton emerged as a superfan of the franchise last year, sharing among other content a promo video where she and longtime friend Nicole Richie dressed in character (Hilton chose to embody Galinda). “The whole thing was amazing and made me feel like a little kid again and remembering the first time watching the Wizard of Oz. It was just stepping into this dream world and it was such a beautiful set and so cool to be there and shooting that together in our gowns,” she says.

“Nicole and I used to be obsessed with the Wizard of Oz when we were little; we probably watched it like 50 times so that was also such a full circle moment.”

Now, Hilton is partnering with Absolut for the launch of the spirits company’s limited-time Absolut-ly Wicked Good Cocktail Collection with a campaign that embraces both the sparkle and the substance of Wicked: For Good.

Hilton has been in on inspired mixology recipes—her favorite is the Absolut Ozmopolitan—and will help select 11 fans from those who share a photo or video of themselves enjoying an Absolut Wicked-inspired cocktail on social media and also sharing how the film has changed their life for good. Those selected will receive special Collection kits that include a bottle adorned with a pink and green sequin sleeve and martini glasses. One winner will receive a trip for two to the Wicked For Good premiere. See her instagram announcement here.

In turn, all proceeds from the cocktail collection – plus a flat donation from Absolut – will be donated to 11:11 Media Impact, the social impact division of the entertainment company Hilton launched in 2021. Through 11:11 Media Impact, these funds will benefit the Human Rights Campaign Foundation.

“This campaign is about way more than cocktails and glam, although that’s definitely part of the fun,” Hilton says. “It’s all about making a real difference. Absolut and I have always connected on core values—friendship, inclusivity, standing up for what’s good—and that just aligned perfectly with this movie and everything I stand for with 11:11 Media Impact.”

The Absolut donation is earmarked to benefit and support, through 11:11 Media Impact, 21-plus individuals in the LGBTQ community. It builds on the partners’ recent collaboration for the 2025 World Pride Music Festival in Washington, DC, earlier this year. Hilton performed and amplified her “Dance to Donate” initiative to raise money for Rainbow Railroad, an organization that helps LGBTQ+ people facing persecution based on their sexual orientation and gender identity get to safety. Absolut donated to Rainbow Railroad through 11:11 Media Impact.

Besides uplifting the LGBTQ+ community, Hilton is also working through the foundation to “drive awareness and accountability for broken systems like the troubled teen industry, which I’ve been so vocal about changing,” she says. “I’m so proud to pass my first bill and have now changed 17 state laws to protect children. This donation helps us expand on all of that and amplify voices and create programs that will truly empower and bring more light and love in the world. That’s what this partnership is all about. Taking glam and turning it into good.”

11:11 Media Impact is also working to “empower young girls and women, especially those who have survived abuse or are being silenced, and creating safe and joyful spaces like our Sliving Lounges for teen girls to dream big and feel seen,” Hilton says.

The Sliving Lounge recently debuted as a safe haven for teen girls in the Altadena community of greater Los Angeles in conjunction with the organization Altadena Girls, an organization focused on girls and young women who lost their homes as a result of the wildfires that raged in early 2025.