11:11 Media

What 11:11 Media does

11:11 Media is a privately held celebrity-driven media and brand management company founded and led by Paris Hilton. Incorporated as a Delaware LLC and headquartered in Los Angeles, California, the company operates a 11-50 person team across multiple verticals including content production, consumer products, brand partnerships, and social impact initiatives. Its functional role is to monetize Paris Hilton's personal brand through media properties, licensed and direct-to-consumer products, and high-profile collaborations with consumer and hospitality companies.

The company's product and content portfolio includes the "21 Questions" podcast (co-produced with By Coastal and Project 10 Productions, with over 23 million views/listens), the "Searching for Mr. Deepfakes" TikTok docuseries (13 episodes with journalist Laurie Segall's Mostly Human, over 26 million views), the Parívie skincare brand, a 30-SKU fragrance line distributed at Ulta Beauty, an NFT collection on Origin Protocol, "Paris: The Memoir," and consumer merchandise via a Shopify storefront. Enterprise partnerships include a multi-year deal with McCormick & Company (with a co-branded seasoning range launching February 2027), an ongoing advertising and themed-suites relationship with Hilton Hotels since 2022, and a social impact partnership with GoFundMe.org via the Back in Business Recovery Fund.

The business model is anchored in licensing royalties from brand collaborations, professional services revenue from content co-productions (with 11:11 Media serving as executive producer), direct-to-consumer product sales through owned Shopify storefronts, and retail distribution of beauty products through Ulta Beauty. Distribution leverages Paris Hilton's personal social media channels (over 1.65 million YouTube subscribers, plus Instagram, TikTok, Facebook, and Twitter) and event-driven partnership announcements (e.g., the McCormick deal unveiled at POSSIBLE conference in Miami). In November 2025, Paris Hilton publicly stated ambitions to develop 11:11 Media into a comprehensive media ecosystem similar to Disney. The company has no proprietary technology platform and operates as a traditional media and brand management business.

Name

11:11 Media

Legal name

11:11 Media LLC

Website

https://parishilton.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

11:11 Media is a privately held celebrity-driven media company operating as a multi-vertical brand platform encompassing content production, consumer products (fragrances, skincare), brand partnerships, and social impact initiatives, all anchored by founder Paris Hilton's personal brand.

Ownership category

akta.pro rank

Product category

Celebrity Media & Lifestyle Brands

NAICS

Advertising, Public Relations, and Related Services (5418), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Distribution (7822), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Digital Content & Media Subscriptions (CRAFAIAA)

akta.pro secondary industries

Entertainment & Celebrity Magazines (MPAJAEAK), Affiliate & Partner Media Buying (BPAFABAJ)

Keywords

• Celebrity media company
• Brand partnerships
• Content production
• Lifestyle products
• Consumer merchandise

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Brand Partnerships and Product Collaborations: Multi-year partnerships with consumer brands like McCormick for co-branded products. The company develops limited-edition product lines leveraging Paris Hilton's celebrity brand, with McCormick partnership including seasoning ranges for meals, snacks, appetizers, and beverages launching February 2027.
2. Content Production and Co-Production Deals: 11:11 Media serves as executive producer on content projects including the '21 Questions' podcast co-production with By Coastal and Project 10 Productions. Also partners on documentary series like 'Searching for Mr. Deepfakes' on TikTok, providing marketing and audience development support.
3. Merchandise and Consumer Products: Direct merchandise sales through owned Shopify storefronts including fragrances (30th fragrance 'Iconic'), skincare brand Parívie, and general branded merchandise. Products sold through shop.parishilton.com and retail partners.
4. Hospitality and Licensing: Licensing deals with hospitality brands including Hilton Hotels for themed suites and brand partnerships. The company has partnered with Hilton's 'It Matters Where You Stay' advertising campaign since 2022, with potential future collaborations to bring Parívie brand into Hilton hotels.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

11:11 Media is a celebrity-driven media and brand management company that produces and distributes original content (podcasts, docuseries, YouTube series) and operates consumer product lines including Parívie skincare, Paris Hilton Fragrances, and branded merchandise sold via owned e-commerce and retail partners. The company also generates revenue through multi-year brand partnerships, co-productions, and licensing deals (McCormick seasonings, Hilton Hotels suites, GoFundMe.org impact fund).

Product overview

11:11 Media is Paris Hilton's media company operating as a comprehensive lifestyle and entertainment platform. The company encompasses content production (producing podcasts like '21 Questions', docuseries like 'Searching for Mr. Deepfakes' on TikTok, and YouTube series), consumer products (Parívie skincare brand, Paris Hilton Fragrances sold at Ulta, official merchandise shop at Shop.ParisHilton.com), publishing ('Paris: The Memoir'), and digital collectibles (NFT collections via Origin Protocol and Superplastic). The company also operates social impact initiatives including the Back in Business Recovery Fund with GoFundMe.org, and manages brand partnerships with companies like McCormick, Hilton Hotels, and various other brands. The ecosystem distributes content across TikTok, YouTube, Instagram, and podcast platforms including iHeartPodcasts.

Differentiator

Problem solved

Functional benefit

Products and services

• Parívie Skincare Paris Hilton's personal skincare brand sold direct-to-consumer and through retail partners; positioned for the celebrity lifestyle beauty segment.
• Paris Hilton Fragrances Celebrity fragrance line including the 30th fragrance 'Iconic,' distributed via Ulta Beauty and other retailers.
• Paris Hilton Shop (E-commerce) Official merchandise and product e-commerce store at shop.parishilton.com selling branded merchandise, gifts, and lifestyle products.
• 21 Questions Podcast Interview podcast hosted by Madison Tevlin with Paris Hilton as executive producer through 11:11 Media; co-produced with By Coastal and Project 10 Productions.
• Searching for Mr. Deepfakes Docuseries 13-part investigative docuseries on TikTok investigating AI-generated non-consensual deepfake content, produced with Mostly Human and featuring Paris Hilton.
• Paris Hilton x McCormick Seasoning Line Limited-edition co-branded seasoning line co-created with McCormick covering meals, snacks, appetizers, and beverages, backed by a dedicated digital platform.
• Cooking with Paris Netflix cooking series featuring Paris Hilton cooking various recipes with her signature style, including lifestyle content appearances.
• Paris Hilton YouTube Channel Official YouTube channel featuring lifestyle content, behind-the-scenes footage, podcast content, and entertainment videos with over 1.65 million subscribers.
• Paris: The Memoir Paris Hilton's memoir documenting her life story, available for order through her website.

Quantifiable outcome

• 26 million+ views on 'Searching for Mr. Deepfakes' TikTok docuseries
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, minor and flagship.

• Mostly Human (Laurie Segall)coreStrategic or Co-development Partner · 27 May 2026Journalist Laurie Segall's independent production company Mostly Human partnered with 11:11 Media on 'Searching for Mr. Deepfakes,' a 13-part investigative series on TikTok. Paris Hilton, who was a victim of non-consensual deepfakes, is heavily involved as a partner through 11:11 Media, appearing in the series and supporting promotion.
• GoFundMe.orgcoreStrategic or Co-development Partner · 9 March 2026The Back in Business Recovery Fund is a partnership between Paris Hilton's 11:11 Media Impact and GoFundMe.org, which contributed $100,000 to the launch. The initiative supports female small-business owners impacted by disasters, partnering with 150 local women's business centers across the US.
• Pasadena Women's Business CenterminorGTM or Marketing Partner · 9 March 2026Partnership with Pasadena Women's Business Center for the initial deployment of grants to 50 women-owned businesses following the 2025 Los Angeles fires. The program continues through a six-episode YouTube series showcasing women entrepreneurs.
• By Coastal and Project 10 ProductionscoreStrategic or Co-development Partner · 11 February 202611:11 Media signed a co-production agreement to produce Madison Tevlin's interview podcast '21 Questions,' with Paris Hilton serving as executive producer alongside existing partners By Coastal and Project 10 Productions. 11:11 Media will also provide marketing and audience development support.
• McCormick & CompanycoreStrategic or Co-development Partner · 12 January 2026McCormick announced a two-year partnership with Paris Hilton and 11:11 Media to create flavor-forward content and recipe inspiration targeting next-generation consumers. The collaboration began with a new ad debuting in January 2026 and expanded to a limited-edition seasoning range launching February 2027, unveiled at the POSSIBLE conference in Miami. McCormick is a global flavor company with over $6.7 billion in annual sales across 150 countries.
• Hilton HotelsflagshipGTM or Marketing Partner · 19 September 2024Hilton launched two Paris Hilton-themed suites at The Beverly Hilton in Los Angeles (October 4 to November 1, 2024) in collaboration with Paris and her media company 11:11 Media. The suites reflect Paris Hilton's lifestyle and promote her new album 'Infinite Icon.' Paris has partnered with Hilton's 'It Matters Where You Stay' advertising campaign since 2022.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Goop: Gwyneth Paltrow's lifestyle brand combines editorial content, e-commerce, wellness products, and partnerships — closely paralleling 11:11 Media's mix of celebrity-driven content, consumer products (Parívie, fragrances), and licensing deals. Both monetize a founder's personal brand across media and physical goods.
• Lemonada Media: Independent podcast network producing celebrity-driven and narrative content — directly comparable to 11:11 Media's co-produced podcast and docuseries model. Both monetize through distribution partnerships (iHeart, etc.) and brand integrations.
• Rare Beauty: Selena Gomez's celebrity-founded beauty brand operates as a direct-to-consumer and retail beauty line with strong social-media-led marketing — the same digitally-native celebrity brand playbook 11:11 Media executes for fragrances and Parívie.
• Poosh: Kourtney Kardashian's lifestyle platform produces editorial content, podcast, and e-commerce merchandise — the same celebrity-media-meets-DTC playbook that 11:11 Media runs with Paris Hilton. Comparable scale, audience profile, and revenue model.
• Honest Beauty: Jessica Alba's celebrity-founded beauty and lifestyle brand spans skincare, beauty, and household products distributed through major retailers like Ulta — directly comparable to Paris Hilton's fragrance and skincare distribution at Ulta and the Parívie brand architecture.
• Skims: Kim Kardashian's celebrity-founded consumer brand demonstrates the scale a single-name personal-brand licensing/retail business can achieve. While apparel-focused rather than media, the architecture of leveraging celebrity equity into mass-retail partnerships (e.g., Ulta, Nike) is identical to 11:11 Media's model.
• Florence by Mills: Millie Bobby Brown's celebrity-founded beauty brand built on social-media-native audience engagement, Gen-Z marketing, and mass retail distribution — a near-analog of Paris Hilton's fragrance and Parívie brand positioning.
• KKW Beauty: Kim Kardashian's celebrity-founded beauty line demonstrates the licensing and direct-to-consumer economics of a celebrity fragrance/beauty portfolio — directly analogous to the Paris Hilton fragrances business (30+ SKUs at Ulta).

Emerging players

• Hello Sunshine: Reese Witherspoon's media company producing content (books, film, TV, podcasts) and consumer products anchored to a female celebrity founder — a more mature and capitalized version of the celebrity-content-plus-products model 11:11 Media is building.

Broad incumbents

• Roc Nation: Jay-Z's entertainment conglomerate spanning music, sports, media production, and brand partnerships — illustrative of the larger celebrity-media-empire trajectory 11:11 Media has publicly stated it wants to pursue ('comprehensive media ecosystem similar to Disney').

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/parishilton
• YouTubeyoutube.com/channel/UCwl5c3q0uBK3mVv9OXQUeeQ
• Facebookfacebook.com/ParisHilton
• Instagraminstagram.com/parishilton
• TikToktiktok.com/@parishilton?lang=en
• LinkedInlinkedin.com/company/1111-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments20 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 11:11 Media