The media and lifestyle company 11:11 Media, which Paris Hilton created in 2021 with entertainment industry veteran Bruce Gersh, has partnered with beauty behemoth Guthy-Renker to launch a new business that will sell wellness and beauty goods that are creatively directed and inspired by Hilton.
The joint venture, 11:11 Beauty, will be directed by Alexandra Marsh, a longtime beauty executive who previously led various beauty brands at Guthy-Renker.
“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.“
Guthy-Renker and 11:11 Media have formed a dynamic relationship that combines legacy and innovation. With over 30 years of experience, Guthy-Renker has created globally recognized brands like Meaningful Beauty, earning over $20 billion in revenue via operational excellence, data-driven insights, and a consumer-first approach. Guthy-Renker, known for its clever marketing and ability to cultivate strong consumer devotion, remains a dominant player in direct-to-consumer sales.
“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.” said Greg Renker, co-founder of Guthy-Renker.
