No Makeup Makeup Names Bill Guthy CEO as DTC Veteran Targets Omnichannel Beauty Growth

What happened

On November 11, 2026, No Makeup Makeup announced that Guthy-Renker co-founder Bill Guthy is becoming CEO, while founder Victoria Jackson moves into the roles of Executive Chair and Chief Creative Officer. It is the first time Guthy has taken an executive role at a beauty brand outside the Guthy-Renker portfolio. The company remains independent, and Guthy joins in his personal capacity.

The two are seasoned direct-to-consumer builders. Jackson's earlier cosmetics brand passed $1 billion in sales. Guthy-Renker scaled Proactiv, Meaningful Beauty and IT Cosmetics and has generated more than $25 billion in cumulative sales. No Makeup Makeup reached eight-figure revenue and more than 200,000 customers in its first full year. Jackson will keep control of creative, product and marketing direction, and Guthy will run operations and commercial growth. Their stated plans are to expand the product line, deepen consumer engagement and grow across DTC, QVC, Amazon, TikTok Shop and other digital commerce channels.

Overview

No Makeup Makeup is a skin-first color cosmetics brand founded by Victoria Jackson, built on a minimalist 'less is best' philosophy. Its range covers complexion, color and fragrance, and it uses proprietary technologies such as FlexShade in its foundation, FlexScent in its No Fragrance Fragrance and Longevity Lift in its mascara. The brand sells through its own website, QVC, Amazon, TikTok Shop and goop.com.