Paris Hilton’s 11:11 Media, Guthy-Renker come together on beauty, wellness venture
11:11, the media and lifestyle company founded by Paris Hilton is teaming up with beauty company Guthy-Renker on a new joint venture.
Appropriately titled 11:11 Beauty, the company will house beauty and wellness products inspired by and creatively directed by Hilton.
"My mission with everything I do at 11:11 Media is to help people feel confident and live their most iconic lives," said CEO of 11:11 Media, Paris Hilton. "Now with 11:11 Beauty, partnering with Guthy-Renker has allowed me to bring my vision for beauty and wellness to life, blending cutting-edge technology with transformative results. The past couple of years have been a journey of passion and innovation and I can't wait for the world to experience our first collection that will be unveiled Spring 2025."
[Related: Latest Inside Beauty News]
The venture will be led by newly appointed CEO and co-founder, Alexandra Marsh, a long-time beauty executive who has led multiple beauty brands at Guthy-Renker.
"Paris is and always has been a true visionary, and her passion for this industry and depth of knowledge in the content and commerce space is contagious," said Alexandra Marsh, newly appointed CEO and co-founder of 11:11 Beauty. "At 11:11 Beauty, we're blending Paris's commitment to excellence with Guthy-Renker's proven ability to create market-leading brands. I'm excited to bring a new, authentic beauty experience to consumers that reflects Paris's creativity and business acumen."
Guthy-Renker has built globally recognized brands like Proactiv and Meaningful Beauty.
"Guthy-Renker has a long history of creating iconic brands that resonate with consumers, and 11:11 Beauty is no exception," said Greg Renker, co-founder of Guthy-Renker. "With Paris's passion and Alex's leadership, we're confident this venture will be a groundbreaking success in the beauty space, bringing a fresh and dynamic approach to the market."
Hilton has been a force in the beauty industry for the last two decades, following the launch of her first fragrance in 2004. Since then, she has rolled out 29 scents to date.
