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Paris Hilton is taking 11:11 Media into beauty.
The multihyphenate talent is a majority stakeholder of the business, working alongside Bruce Gersh, cofounder and president of 11:11 Media, launched in 2021. Now, they’re setting up a new division, 11:11 Beauty.
“Our goal is really to build, in a very similar fashion as we’ve built a next generation media company, that next generation beauty company,” said Gersh. 11:11 Media divisions include television, audio, digital, impact and licensing.
The duo has tapped marketing agency Guthy-Renker as partner, and Alexandra Marsh — a longtime executive at Guthy-Renker — as cofounder and chief executive officer of 11:11 Beauty. Marsh has been working alongside Hilton for two years; their first release will be a skin care line, she revealed.
“I believe she’s an expert in it,” Marsh said of Hilton’s skin care knowledge. “She’s been taking care of her skin the right way since a very young age. And I would say, she has as a badge of honor in that she’s also 100 percent natural. She hasn’t had anything done, no Botox, no injectables. And that was something important to her that I really wanted to lean into.”
It’s not Hilton’s first time launching skin care. After previously engaging in licensing and endorsement deals while releasing a series of fragrances, she introduced ProD.N.A. in 2018, a brand focused on a skin cell-renewing complex, sold at parishiltonskincare.com and in South Korea. Now, she’s giving the category another try with the help of Marsh.
“My mission with everything I do at 11:11 Media is to help people feel confident and live their most iconic lives,” Hilton told WWD in a statement. “I’m so excited to partner with Guthy-Renker to bring my vision of high-tech, high-performance beauty and wellness routines to people around the world. I’m obsessed with our first collection set to come out in spring 2025 and can’t wait for the world to see everything we have in store.”
“She’s always put beauty at the forefront of her lifestyle,” Marsh added. “So, what we wanted to do is take that and set new standards in performance and connectivity. And that also goes to how we build a community for this brand. It was really important to both of us to really create something that allows people to feel confident and empowered.”
Paris Hilton is introducing 11:11 Beauty, a new division of 11:11 Media.
The team stayed mum on exact product launches and distribution plans, but the unveiling and rollout will begin in 2025.
For Rick Odum, CEO of Guthy-Renker, it’s Hilton’s “authenticity” that stands out.
“It’s about having somebody who truly is invested in the products in the space, is a consumer of the products, has significant experience with products, has tried them all, is not just endorsing a product but truly is building a brand, is truly the passion behind the formulas and can share their experiences and their successes with other people,” Odum said. “Paris uniquely fits into that space.”
Discussing Marsh’s appointment, Odum said, “Alex has been an absolute all-star, top-performing executive at Guthy for many years, helping me innovate as the markets changed and consumers have changed. She’s been at the forefront of innovation, and Guthy has absolute total confidence in her and her abilities.”
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