Paris Hilton is launching a new beauty brand under the socialite-turned-entrepreneur’s media company 11:11 Media.
11:11 Beauty will be released in spring 2025 and is a joint venture with US marketing company 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 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.”
Beauty executive Alexandra Marsh, who manages several brands at Guthy-Renker including Proactiv and Meaningful Beauty, has been named as CEO and co-founder.
"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," added Marsh.
"At 11:11 Beauty, we are blending Paris' commitment to excellence with Guthy-Renker's proven ability to create market-leading brands.”
Although Hilton has licensed multiple beauty products, the venture marks her first foray into the industry as a majority stakeholder.
Hilton launched her fragrance line in 2004, which has grown to have 29 fragrances to date, and then expanded her beauty empire in 2018 with the launch of a skin care line.
The collection ProD.N.A, manufactured by Hilton Lifestyle, features enzymes sourced from marine microalgae and includes eye creams, cleansers and serums.
More recently, Hilton launched a tongue-in-cheek campaign to promote her debut self-tanning collection with Tan-Luxe.
A TikTok video posted in April 2024 sees the 43-year-old discussing a tagline for her new The Future Airbrush 360 Self-Tan Mist with an artificial intelligence (AI) version of herself.
A third version of Hilton sent from 20 years into the future then teleports into the room, helping the pair finalise the product’s catchphrase: “The future looks good on you”.
The TikTok was viewed 175,000 times within 24 hours, and Tan-Luxe said the campaign video was the culmination of nearly a year of collaborative work with Hilton.
Tan-Luxe was created by Future Beauty Labs CEO and founder Marc Elrick, who also made a cameo appearance in the advert.