Paris Hilton’s media and lifestyle company, 11:11 Media, has entered a joint venture with Guthy-Renker to create 11:11 Beauty. This new company will house beauty and wellness products inspired by and creatively directed by Hilton. 
 
The new, independent company will be propelled by 11:11 Media’s massive audience reach and innovative content, community, and commerce capabilities and by Guthy-Renker’s brand-building, deep beauty, and direct marketing expertise.
 
Building upon the substantial success of Hilton’s licensed beauty products, this venture marks Hilton’s first foray into the industry as a majority stakeholder. 
 
The venture will be led by newly appointed CEO & Co-Founder, Alexandra Marsh. Marsh is a long-time beauty executive who has led multiple beauty brands at Guthy-Renker. 
 
CEO of 11:11 Media, Paris Hilton, commented, 
 
“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 in Spring 2025.”
 
The launch of 11:11 Beauty comes on the heels of significant growth for Hilton’s 11:11 Media. 
 
Hilton has also been a trailblazer in the beauty industry for over two decades. Her fragrance line, which launched in 2004, has been a celebrity success, with multi-billion dollars in sales across 29 fragrances to date.
 
Alexandra Marsh, newly appointed CEO and co-founder of 11:11 Beauty, said, 
 
“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.”
 
Greg Renker, co-founder of Guthy-Renker, added,
 
“Guthy-Renker has a long history of creating iconic brands that resonate with consumers, and 11:11 Beauty is no exception. 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.”
 
With over 30 years of success, Guthy-Renker has built globally recognized brands like Proactiv and Meaningful Beauty through its operational excellence, data-driven insights, and a consumer-first approach.
 
The partnership between Guthy-Renker and 11:11 Media represents a powerful union of legacy and innovation.