Bill Guthy becomes CEO of Victoria Jackson's No Makeup Makeup
Victoria Jackson becomes executive chair and chief creative officer as Guthy takes charge of operations and growth.
Bill Guthy, the Guthy-Renker co-founder who helped build Proactiv, has become CEO of his wife Victoria Jackson's cosmetics brand, No Makeup Makeup, the company announced Wednesday.
Jackson takes the titles of executive chair and chief creative officer. She will remain responsible for creative vision, product innovation and marketing direction, while Guthy will oversee operations, financial performance and commercial growth strategy. It is his first active leadership post at a beauty brand beyond Guthy-Renker's portfolio.
"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," Guthy said. "That decision speaks to how strongly I believe in Victoria's vision and the opportunity ahead for No Makeup Makeup."
The leadership change follows departures reported by Glossy, which said Kim Wileman stepped down as CEO and Shauna Lahiri as president. Glossy also said Wileman co-founded the brand with Jackson in 2024, although the company identifies Jackson as its founder.
No Makeup Makeup remains independent, with Guthy joining in his individual capacity. It was not immediately known whether he keeps any role at Guthy-Renker.
"This is not a Guthy-Renker project; it's a Victoria Jackson and Bill Guthy project," Jackson told WWD. She started the company after stepping away for years to care for her daughter, Ali, whose illness doctors believed was terminal, WWD reported.
"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," Jackson said.
Growth plans and distribution
The company said Jackson and Guthy intend to broaden the product portfolio and accelerate growth through an omnichannel marketplace. No Makeup Makeup brought in eight-figure revenue during its first complete year and has over 200,000 customers, the company said.
Shoppers can buy the products through the brand's website, QVC, Amazon, TikTok Shop and goop.com.
Jackson hopes Guthy's arrival will help her continue expanding the range and sustain its success on QVC and TikTok, WWD reported. "We're not looking to be everywhere all the time every time," she told the outlet, adding that the brand will consider where distribution makes sense.
The 2024 launch featured a cream foundation offered in 13 shades, using FlexShade technology for concealment and color correction.
The assortment has since grown to include products for eyes, lips and cheeks. Prices start at $30 for one foundation brush and reach $170 for a set.
Jackson's guiding philosophy for the brand is "less is best." She said, "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."
Four decades in beauty
Jackson pioneered the no makeup makeup movement in 1986, the same year she trademarked the term.
Her previous business, Victoria Jackson Cosmetics, produced sales exceeding $1 billion. In 2017, she entered the National Women's Hall of Fame.
Guthy and Greg Renker founded Guthy-Renker together in 1988. Since then, the company has generated cumulative sales exceeding $25 billion. Guthy helped build and scale Meaningful Beauty and IT Cosmetics as well as Proactiv.
Jackson and Guthy established the Guthy-Jackson Charitable Foundation in 2008 to support research into neuromyelitis optica, known as NMO.
