Paris Hilton’s New Beauty Brand Is ‘Set to Redefine Beauty Standards’

11:11 Media, the global powerhouse co-founded by Paris Hilton and media executive Bruce Gersh, is officially making its mark on the beauty industry, with plans to unveil its first products as soon as 2025—starting with skin care.

The new division, aptly named 11:11 Beauty, is led by Guthy-Renker marketing executive Alexandra Marsh, who has been named cofounder and chief executive officer, according to WWD. The outlet reports that the line has been in development for two years and is a joint venture between the two companies. 11:11 Beauty will join a roster of notable brands under the Guthy-Renker umbrella, including JLo Beauty, Westmore Beauty and Cindy Crawford’s Meaningful Beauty.

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The brand is optimistic about its future success, largely due to Hilton’s influence and expertise in the skin-care space. “I believe she’s an expert in it,” Marsh told WWD. “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.”

11:11 Media announced the exciting news on Instagram, sharing a few hints about what fans can expect. “This new beauty and wellness company will bring Paris’s iconic vision to life with high-tech, high-performance products designed to help everyone live their most confident, iconic lives,” the post read. “11:11 Beauty is set to redefine beauty standards with innovation, passion and creativity at its core. Get ready for the first collection, dropping Spring 2025—Paris is obsessed and so are we!”