Kathy Hilton Enters Beauty With Hand Care Brand Touché

Kathy Hilton is betting $34 peptide hand tint can build a prestige hand care brand. The entrepreneur and television personality partnered with Meridith Rojas, chief innovation officer of Axia Next, to launch Touché, a hand care line targeting visible signs of aging. Axia Next is the brand incubator of Axia Beauty Group, formerly VidaCorp.

The idea began at a skin care event in January, where the two discussed 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 has used the products for about four months and says she has seen a visible difference. Her argument is partly psychological. Hands, she notes, are constantly on display.

"You want to wear jewelry," she said. "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."

What launches first?

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

"We could have started with retail meetings, but we were really deliberate about wanting to build a brand world and create a direct-to-consumer experience," Rojas said.

Three products follow six to eight weeks later:

• Mani-Fest PM — a $39 retinol-based night treatment with more than 11 active ingredients
• Hand Milk — a $38 plumping ceramide serum
• Sunset — a $27 SPF 50 treatment

All products are made in the U.S., with ingredients sourced globally, according to Rojas.

How big is the opportunity?

Rojas positions Touché as a hybrid: immediate cosmetic coverage plus ingredients that improve the appearance of hands over time. "We wanted it to be just that, not just something to cover up for today, but something to improve for tomorrow," she said.

She sees prestige hand care as underserved. The global hand care market is estimated to reach $29.1 billion in 2026 and is projected to grow to $42.6 billion by 2033, she noted.

Touché is the first brand developed through Axia Next, which hunts for opportunities across beauty, wellness and health. Axia Beauty Group's portfolio also includes MCoBeauty, Nude by Nature, Poni and Esmi.

Hilton frames the launch as a category first. "I just hope that this can be something really, really exciting," she said. "I've never seen anything like it."

If the Dec. 15 drop converts waitlist interest into sales, the early 2027 retail rollout will test whether hand care can command prestige pricing beyond the direct-to-consumer channel.