Though beauty is a crowded category, 11:11 Beauty is hoping Paris Hilton’s multigenerational appeal could help it break through the noise, and power a content flywheel.

11:11 Beauty is the new venture of 11:11 Media, a multiarm media company founded by Paris Hilton and Bruce Gersh.

• The company has partnered with direct marketing company Guthy-Renker to develop 11:11 Beauty, a brand of beauty and wellness products.
• The venture will be led by CEO and co-founder Alexandra March, who has led beauty brands at Guthy-Renker, but Hilton will provide inspiration and creative direction.

Hilton’s status as a Y2K icon appeals to millennials’ nostalgia for and Gen Z’s curiosity about the early 2000s.

• “Y2K is back and it’s roaring,” said Gersh. “And Paris was the queen of Y2K.”
• But Hilton has her younger fans, too. Launched in 2023, the Slivingland experience (based on Hilton’s catchphase “sliving”) on Gen Alpha favorite Roblox had over 3.4 million visitors as of February 2024, with average daily users spending 11 minutes on the platform, per Venture Beat.

11:11 Beauty’s first collection won’t launch until spring 2025, but it’s not hard to imagine how the brand will fit within 11:11 Media’s flywheel.

• Products could be featured across 11:11 Media’s portfolio of scripted and unscripted TV shows, social media, and podcasts.
• There’s also room for licensing opportunities—11:11 Media’s licensing business has generated over $4 billion in retail sales, per Gersh.
• “We've built this incredible brand that has the dimensions of a fully integrated media company,” he said. “Our flywheel allows us to play in every zone of media and use it across every new vertical we enter.”

The bottom line: While there’s no shortage of celebrity beauty brands, 11:11 Beauty probably won’t get lost in the crowd. Given Hilton’s star power, it wouldn’t be surprising if 11:11 Beauty joined the ranks of successful celebrity brands like Fenty Beauty or Rare Beauty.

• It also helps that Hilton is so immersed in beauty.
• “She's been vocal about her beauty routines,” said Gersh. “You know how professional athletes work out multiple hours a day? Paris takes care of her face and skin as if she's a professional athlete.”
• We forecast US health and personal care retail sales will rise 5.5% in 2025 to $105.02 billion, driven by growth in cosmetics and beauty, haircare, and skincare.

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