EXCLUSIVE: Kathy Hilton Gets Hands-on With New Beauty Brand Touché

by · WWD
Kathy Hilton and Meridith RojasCourtesy of Touché

Kathy Hilton is turning her attention to hands.

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.

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“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.

“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 additional products will follow about six to eight weeks later: Mani-Fest PM, a $39 retinol-based night treatment featuring more than 11 active ingredients; Hand Milk, a $38 plumping ceramide serum, and Sunset, a $27 SPF 50 treatment. All products are made in the U.S., with ingredients sourced globally, according to Rojas.

A first look at Touché.Courtesy of Touché

The goal, Rojas said, is to combine immediate cosmetic benefits with ingredients designed to 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.

Rojas sees an opportunity in prestige hand care, which she believes remains 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 marks the first brand developed through Axia Next, which is focused on identifying opportunities across beauty, wellness and health. Axia Beauty Group’s portfolio also includes MCoBeauty, Nude by Nature, Poni and Esmi.

Hilton hopes Touché will change how women approach caring for their hands.

“I just hope that this can be something really, really exciting,” Hilton said of the launch. “I’ve never seen anything like it.”