Guthy-Renker co-founder assumes his first beauty brand leadership role outside the company he built, joining Jackson, the originator of the no makeup makeup movement, to accelerate the brand’s next chapter of growth.

LOS ANGELES, Nov. 11, 2026 /PRNewswire/ — No Makeup Makeup®, the skin-first, tech-led color cosmetics brand founded by industry pioneer Victoria Jackson, today announced a new chapter in its evolution, with Jackson assuming the role of Executive Chair and Chief Creative Officer and her longtime business partner and husband, Bill Guthy, co-founder of Guthy-Renker, stepping into the role of Chief Executive Officer. This marks the first time Guthy will take an active leadership role in a beauty brand outside the Guthy-Renker portfolio. No Makeup Makeup remains an independent company, with Guthy joining in his individual capacity as CEO. The leadership appointments bring together two of the beauty industry’s most accomplished entrepreneurs to accelerate the brand’s growth, expand its reach and advance its mission to redefine modern beauty through innovation and simplicity.

Jackson pioneered the no makeup makeup movement in 1986, decades before minimalist beauty became a defining industry trend. Her namesake cosmetics brand went on to generate more than $1 billion in sales, helping revolutionize how beauty products were marketed and sold directly to consumers. Guthy co-founded Guthy-Renker in 1988, building one of the world’s most successful direct-to-consumer businesses and helping launch and scale iconic beauty brands, including Proactiv, Meaningful Beauty and IT Cosmetics.

The leadership transition comes at a pivotal moment for No Makeup Makeup. In its first full year, the brand achieved eight-figure revenue and built a growing community of more than 200,000 customers, demonstrating strong consumer demand for its skin-first approach to beauty. The brand has earned national recognition while expanding its presence across direct-to-consumer, QVC, Amazon, and emerging digital commerce channels.

At the heart of No Makeup Makeup is Jackson’s enduring philosophy that less is best, brought to life through innovative, skin-first formulas designed to enhance rather than conceal natural beauty. The brand’s proprietary technologies – including FlexShade Technology™ in its foundation, FlexScent Technology™ in its No Fragrance Fragrance™, and Longevity Lift Technology™ in its mascara – reflect its commitment to creating products that adapt to the individual rather than asking the individual to adapt to the product.

As Founder and Chief Creative Officer, Jackson will continue to guide the brand’s creative vision, product innovation and marketing direction. As CEO, Guthy will oversee the company’s operations, financial performance and commercial growth strategy. Together, they will focus on scaling No Makeup Makeup into a leading modern beauty brand, expanding its product portfolio, deepening consumer engagement, and accelerating growth across an increasingly omnichannel marketplace.

“When I introduced the idea of ‘no makeup makeup’ 40 years ago, I believed beauty should be about enhancing who you are, not covering it up. That belief has never changed, and today it’s more relevant than ever,” said Jackson. “Bill and I have spent decades building businesses together, and what makes this next chapter so exciting is the opportunity to bring everything we’ve learned to a brand that is deeply personal to me. No Makeup Makeup represents everything I’ve always believed beauty should be: effortless, innovative and designed to make women feel like the best version of themselves. With Bill by my side, I’m excited about what we can build together.”

“Victoria has always had an extraordinary instinct for understanding what women want, often long before the industry catches up,” said Guthy. “What she’s created with No Makeup Makeup is more than a collection of products. It’s a brand built on a clear philosophy, meaningful innovation and a genuine connection with its customers. After nearly four decades of building brands through Guthy-Renker, this is the first time I’ve stepped outside that portfolio to lead a beauty business. That decision speaks to how strongly I believe in Victoria’s vision and the opportunity ahead for No Makeup Makeup.”

The appointments mark a significant milestone for No Makeup Makeup as it looks toward its next phase of growth, guided by the same philosophy that inspired its creation: less is best.

About Victoria Jackson
Victoria Jackson is a beauty entrepreneur, author and philanthropist who pioneered the no makeup makeup movement in 1986. As founder of Victoria Jackson Cosmetics, she helped transform the beauty industry through direct-to-consumer marketing, building a business that generated more than $1 billion in sales. She personally developed more than 600 beauty products and has spent decades championing a more natural, effortless approach to beauty. Alongside her husband, Bill Guthy, she co-founded the Guthy-Jackson Charitable Foundation in 2008, supporting research into neuromyelitis optica (NMO). Jackson was inducted into the National Women’s Hall of Fame in 2017.

About Bill Guthy
Bill Guthy is a visionary entrepreneur and business leader who co-founded Guthy-Renker with Greg Renker in 1988. Under his leadership, the company became a global direct-to-consumer powerhouse, generating more than $25 billion in cumulative sales since its inception and helping build and scale some of the world’s most recognized beauty brands, including Proactiv, Meaningful Beauty and IT Cosmetics. His appointment as CEO of No Makeup Makeup marks the first time he has taken an executive leadership role with a beauty brand outside the Guthy-Renker portfolio. With decades of experience in brand development, consumer marketing and commercial growth, Guthy brings a proven track record of transforming innovative products into enduring consumer businesses. He is also co-founder of the Guthy-Jackson Charitable Foundation.

About No Makeup Makeup®
Founded by beauty industry pioneer Victoria Jackson, No Makeup Makeup® is a skin-first beauty brand redefining modern beauty through innovation, simplicity and authenticity. Guided by Jackson’s philosophy that less is best, the brand creates intuitive, high-performance formulas designed to enhance natural beauty. From complexion and color to fragrance, No Makeup Makeup makes beauty effortless, intuitive, and uniquely personal. Because less makeup means more you. No Makeup Makeup is available at www.nomakeupmakeup.com, QVC, Amazon, TikTok Shop, and goop.com.

Media Contact: Christina Cassera, ccassera@tractenberg.com

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SOURCE No Makeup Makeup