Thank you, Nick, and happy birthday to Nick. And thank you, Brendan. This is such an honor to be able to introduce Paris Hilton to this stage. Paris, everybody knows, is America's princess, but she's not just a cultural icon. She's also an incredibly impressive businesswoman. Paris is the co-founder of 11:11 Media, which if you don't know about it, we've written about it, is one of the most successful IP companies in the world right now. Paris, please welcome me. Please join me on the stage. We'd love to welcome you here with Axios.
Paris, in your own words, explain to folks what 11:11 is if people are not yet familiar.
Well, oops, I was about to speak. Okay, sorry it is hot outside. Um, 11:11 Media is my media company and it's a next generational media company that has everything from commerce to community. We have different verticals from television, audio, film, metaverse, building products, working with brands, music, um, books, 19 product lines, 30 fragrances, skincare, basically everything. It's its own sliving universe. It is totally its own universe. And just what does 11:11 mean? I am obsessed with angel numbers and every day and night at 11:11 I always make a wish since I was a little girl. And when I was trying to think of a name for the company, I just thought it was perfect because this company is all about making my dreams come true and other people's dreams come true. And it's magic and it's fun and it just describes me and my lifestyle.
But it's also incredibly successful from like a revenue and profit perspective. Um, how does this company work? Like how do you make money? What is... We just... You just walked through all the different product lines, but what does the business look like?
The business is everything from all of my different product lines, doing brand deals, um, everything to do with my music and touring, um, just all of basically everything. I've done 4 billion in sales in the past decade.
That is incredible. 4 billion in sales. And then just recently, you launched a skincare line, right, called Parave. Um, when you launch a new product, because there's so many things that you are involved in, what are the considerations that you make when trying to figure out what's the next thing to come?
Um, well, I am always... everything that I do and create has something to do with my lifestyle. I love beauty. I love music. I love art. I love fashion. Um, so I was been actually developing my skincare line, Parave, for the past 3 years from the ground up and working with our laboratory and all the formulations are science-backed clinical studies. They've been just amazing formulas because I want to create products that really work and have real results and also at an affordable price. That's always been something really important to me to have everything that I make be affordable luxury cuz I feel like everyone should be able to enjoy the beautiful things in life.
I think that's what sets you apart and your brand apart from a lot... it's meant to be accessible to everybody. People think about Paris Hilton and they think oftentimes about young women, but what I don't think folks understand is that your brand has matured and evolved with you. You're now producing product lines for families, for pets, for moms. Uh, walk us through that evolution.
My brand has always evolved with me and my lifestyle and now that I'm a mom and I call myself a sliving mom, which if you don't know what sliving is, it's a word that I invented in 2019. And it means slaying and living your best life. And it's a lifestyle and a movement. And for that, I actually just did um my new cartoon animated series called Paris and Pups, which is based on my life and my dogs. And we just did a deal with Scholastic. So, we have books coming out first and then the animated series. Thank you. We'll be launching um it this fall. Um, and then we're going to be doing also toys and products for children. And my clothing line as well for kids is at Walmart. And yeah, I'm just continually just expanding in that space.
And when you think about this expansion, does your audience want you to stay the Paris that you've always been or are they excited to see this evolution of you? What's the feedback you get from them?
I think everyone loves that I've always stayed true to myself and people first got to know me through The Simple Life and the character I was playing which was a lot of fun and now after I released my documentary This Is Paris on YouTube that's the first time I really peeled back the layers and showed that there was much more to me than this character and um now people are connecting with me in an even deeper way. And um yeah, it just really showed me the power in being vulnerable and being real and talking about things that were difficult, but it's just been so life-changing. And I've now changed 15 state laws and passed a federal bill to protect children. [Applause] So, I feel that people love that I've always just been consistent with who I am and that I feel like I'm here to spread love and joy and sparkle and make people feel beautiful and confident and empowered through the products that I come out with and give them fun experiences and performing all around the world. I just was headlining at WeHo Pride in LA and and then also at World Pride in DC which was incredible that and I have a big concert here in Romania coming up in a week this music festival and just so many different fun experiences and I always am inviting my fans to come along and win times to come and stay at my house or or just go on trips with us. So, it's just been a lot of fun just to be able to make these special moments. And I love with social media, too. Sorry, I have ADHD, so I'll think of like 50 things. Keep going. One sentence and I'll forget the question. But, um, it's just it's really fun. I feel like I'm given this special like superpower where I can just make people so happy. And even just liking someone's thing on Instagram or TikTok or commenting or following them and just seeing their videos and the way they react, it's just like such a cool feeling to be able to make people feel so good about themselves and so happy.
You're one of the uh few big celebrities that is very intentional about carving out time for your fans, interacting with them, engaging them, making them feel good. Um, but that requires a lot of time management. How do you manage growing and building this business, your personal brand, your family, but then giving your fans the same amount of attention and love that you give all of those aspects of your life?
It's just always been a part of who I'm who I am ever since the beginning. And my fans call themselves my Little Hiltons, and they are like my little brothers and sisters all around the world. And before I was married, I was on a plane over 250 days out of the year um for two decades. So I've traveled all around the world and I've met fans in every single country and we like a lot of them have my phone number, like a WhatsApp, DMs. So it definitely takes a lot of time, but I I don't know. I just I enjoy it and it's something that I always love to do.
Where around the world do you feel so welcomed and loved like you can be the most Paris version of yourself?
I think everywhere I go, but especially like Ibiza because I love it there. I used to live there every summer for 5 years. I did this huge party every Saturday called Paris Hilton's Foam and Diamonds and it's at the biggest club out there that's like a foam party and it was so much fun and once a month I would do it for kids. So it would be like kids from like I don't know 12 months old to 18 and every thousands of them and I'd donate all the money to charity for children with special needs and they would all come as well. So that was just so much fun as well to be able to do that cuz I'm such a kid at heart.
Your business is so global. Like when I think about those 30 perfumes, those are sold everywhere around the world. What type of um demands does that create on you? Are you traveling all the time still even now with your family? Do you bring your family? I know your husband is here. Um, what does that look like?
