11:11 Media, Paris Hilton’s media and lifestyle company, and beauty industry leader Guthy-Renker, have established a joint venture to form 11:11 Beauty. The new company will house beauty and wellness products inspired by and creative-directed by Hilton.

Building upon the success of Hilton’s licensed beauty products, the venture marks Hilton’s foray into the industry as a majority stakeholder. 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.

The new independent company will be propelled by 11:11 Media’s expansive audience reach and innovative content, community and commerce capabilities and by Guthy-Renker’s brand-building, deep beauty and direct marketing expertise, officials said.

“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.”

A Cultural Trailblazer

Hilton has been a trailblazer and cultural force in the beauty industry for over two decades. Her fragrance line – distributed by Parlux, Ltd. – launched in 2004, with a reported multi-billion dollars in sales across 29 fragrances to date. The launch of 11:11 Beauty comes on the heels of significant growth for Hilton’s 11:11 Media whose consumer products businesses have driven more than $4 billion in retail sales globally, including an extensive presence at Walmart and Amazon across fashion, home and children and family.

“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 Marsh. “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.”

With over 30 years of success, Guthy-Renker has built globally recognized brands like Proactiv and Meaningful Beauty, generating over $20 billion in revenue.

“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.”