Hilton’s media and lifestyle company, 11:11 Media, has partnered with direct marketing company Guthy-Renker to create 11:11 Beauty, a new venture set to launch its first collection in spring 2025. The collaboration merges 11:11 Media’s expertise as a self-described next-gen entertainment company with Guthy-Renker’s three decades of experience building consumer-centric beauty brands.
The venture also marks Hilton’s “first foray into the [beauty] industry as a majority stakeholder,” according to 11:11 Media’s press release.
Alexandra Marsh, a seasoned beauty executive with experience leading brands at Guthy-Renker, has been named CEO and co-founder of 11:11 Beauty. Marsh emphasized the partnership’s unique strengths in a press statement: “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.”
A new chapter in Hilton’s beauty career
Paris Hilton, known for her success in the beauty industry since the launch of her fragrance line in 2004, shared in the same release that “My mission with everything I do at 11:11 Media is to help people feel confident and live their most iconic lives.”
She added, “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.”
Hilton’s prior ventures have generated billions in retail sales globally, including successes across multiple product categories such as fashion, home goods, and fragrances. Further, as confirmed in the press release, “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 $4B in retail sales globally, including a considerable presence at Walmart and on Amazon across fashion, home and children & family.”
“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.”
Paris Hilton, CEO of 11:11 Media
Industry-relevant expertise
For cosmetics and personal care manufacturers and suppliers, this joint venture represents a compelling case study in leveraging the strengths of celebrity influence and established direct-to-consumer (DTC) expertise. Guthy-Renker, known for creating globally recognized brands like Proactiv and Meaningful Beauty, has generated over $20 billion in revenue, the company confirmed.
“With Paris’s passion and Alex’s leadership, we’re confident this venture will be a groundbreaking success in the beauty space,” said Greg Renker, co-founder of Guthy-Renker, in a media statement.
Guthy-Renker’s DTC model offers beauty industry manufacturers insights into how data-driven strategies and strong consumer loyalty can foster long-term brand success. In the press release, Bruce Gersh, co-founder and president of 11:11 Media, highlighted the partnership’s significance, noting, “By combining Paris’ passion for innovation with Guthy-Renker’s proven expertise in creating global beauty powerhouses, we are poised to disrupt the market.”
Potential market impact
As the beauty industry continues to prioritize innovation and authenticity, 11:11 Beauty’s emphasis on cutting-edge technology and transformative results aligns with current trends in consumer demand for personalized and effective beauty solutions. With more details on the product line expected in the coming months, manufacturers and suppliers should monitor this launch for potential collaboration or inspiration in aligning their products with similar consumer preferences.
The venture’s success could signal increased opportunities for partnerships between celebrities and established industry leaders in the DTC space.
