Paris Hilton has been impressing us with her fashion and beauty choices for years, and she’s getting ready to take her next big step in this arena. She announced the launch of her own beauty company 11:11 Beauty, and revealed its first collection will hit the shelves this spring.
Hilton’s new beauty brand will launch under the Guthy-Renker umbrella, and their roster of high-profile clients already includes JLo Beauty and Cindy Crawford’s Meaningful Beauty. Their marketing executive Alexandra Marsh has been working on Hilton on 11:11 Beauty for two years. She called her a beauty expert because “she’s been taking care of her skin the right way since a very young age.”
Hilton is looking forward to the launch of her beauty brand, and she wants it to help people feel confident and live their most iconic lives.
“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,” said Hilton in a statement to WWD.
This isn’t Hilton’s first foray into the world of makeup and skincare. Back in 2018, she launched a skincare brand ProD.N.A., which focused on products that nourish and repair skin’s structure.
