Bill Guthy has reportedly been named chief executive officer of No Makeup Makeup, according to an article published by WWD. The brand, founded by Victoria Jackson in 2024, focuses on a technology-driven approach to makeup. Victoria Jackson would in turn become executive chair and chief creative officer of the company she created.
According to WWD, Bill Guthy is said to have helped build and grow several brands over 38 years through his marketing agency Guthy-Renker, including Proactiv, It Cosmetics and Meaningful Beauty. The agency featured last year in the annual Top 100 ranking of the world's largest beauty companies by sales, compiled by WWD Beauty Inc.
Victoria Jackson was the first person to sell color cosmetics on QVC in 1989, and had trademarked the term « no makeup makeup » as early as 1986. No Makeup Makeup launched a cream foundation formulated with a technology called « FlexShade », designed to conceal and correct color, available in 13 shades. Prices range from $30 for a foundation brush alone to $170 for a set of products. The brand is sold on QVC and TikTok.
In a statement cited by WWD, Bill Guthy reportedly said: « Cette décision reflète la confiance que je place dans la vision de Victoria et dans le potentiel de No Makeup Makeup. »
With Bill Guthy now on board, Victoria Jackson hopes to continue expanding the brand's offering and to sustain its success on QVC and TikTok.
