11:11 Media, Paris Hilton’s media and lifestyle company, has teamed up with Guthy-Renker to launch 11:11 Beauty, a new venture dedicated to bringing innovative beauty and wellness products to the global beauty market.
Guthy-Renker has built brands including Proactiv and Meaningful Beauty, generating over $20 billion in revenue.
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Alexandra Marsh, a beauty executive from Guthy-Renker, has been appointed CEO and co-founder of 11:11 Beauty.
11:11 Media’s strong brand influence and massive audience will be combined with Guthy-Renker’s expertise in brand building, direct-to-consumer marketing and operational capabilities. This venture marks a significant milestone for Paris Hilton, who has successfully built a global brand empire. 11:11 Beauty is poised to capitalize on the growing demand for high-quality, innovative beauty products.
Paris Hilton, CEO of 11:11 Media, says, "My mission with everything I do at 11:11 Media is to help people feel confident and live their most iconic lives. 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."
Marsh says, "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. 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."