Guthy has been named chief executive officer of No Makeup Makeup, the tech-driven brand founded by Jackson in 2024.

Decades after being featured as a “dynamic duo” in WWD, husband and wife Victoria Jackson and Bill Guthy are making their business relationship official.

Guthy, who became the first individual to position brands in the bottom corner of television screens during late-night infomercials, has been named chief executive officer of No Makeup Makeup, the tech-driven beauty line founded by Jackson in 2024.

In this new position, Guthy will oversee the day-to-day operations and help propel the brand’s next phase of growth, with Jackson now serving as executive chair and chief creative officer.

“Beauty is in our DNA,” Jackson said. “We’re both savvy and aware of the beauty business. So, I’m extremely excited that I have [Bill’s] support.”

Over the last 38 years, Guthy has helped build and scale several brands — including Proactiv, It Cosmetics, and Meaningful Beauty — through his marketing agency, Guthy-Renker, which was included in WWD Beauty Inc’s Top 100 annual ranking of the world’s largest beauty companies by sales last year. However, this is the first time Guthy has taken an active leadership role at a brand outside of the Guthy-Renker portfolio.

“That decision speaks to how strongly I believe in Victoria’s vision and the opportunity ahead for No Makeup Makeup,” Guthy said in an official statement.

“This is not a Guthy-Renker project; it’s a Victoria Jackson and Bill Guthy project,” Jackson said.

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