Paris Hilton’s media and lifestyle company, 11:11 Media, has partnered with beauty industry giant Guthy-Renker to establish 11:11 Beauty, a new company dedicated to beauty and wellness. 

The new independent company will leverage 11:11 Media’s massive audience reach and innovative content, community and commerce capabilities, while Guthy-Renker will offer brand-building, and beauty and direct marketing expertise.

It follows the recent success of 11:11 Media, which has already seen significant growth across its consumer products businesses. The company has driven over $4 billion in global retail sales, including partnerships with major retailers like Walmart and Amazon in categories spanning fashion, home, and family products.

“My mission with everything I do at 11:11 Media is to help people feel confident and live their most iconic lives,” said 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.”

Alexandra Marsh, a seasoned beauty executive with a track record of success at Guthy-Renker, has been appointed CEO and co-founder of the new venture.

“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.”

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.”