If you think Paris Hilton peaked with "The Simple Life" back in 2003, you haven't been paying attention. The reality TV star turned serial entrepreneur has built a global media empire called 11:11 Media, and she's done it by sticking to two surprisingly straightforward principles: authenticity and kindness.

"For a long time, I felt like people had an idea of who I was that didn't reflect the real me," she told CNBC recently. "Early in my career, I leaned into the character I created on 'The Simple Life,' but behind the scenes, I was laser-focused on building my brand."

That character, the ditzy heiress who couldn't figure out how to clean a house, was apparently just that: a character. The real Hilton was busy building an actual business while everyone else was laughing at the persona.

"I've learned that the best way to overcome being underestimated is to let your work speak for itself and to show up authentically," she added.

Hilton doesn't just talk about authenticity as a buzzword. She's woven it into her hiring practices. When building her team, she looks for employees who are authentic, creative, passionate, and above all, kind.

"Kindness is non-negotiable for me," she said. "It shows people's true character, and I want my brand and everyone who represents it to lead with kindness."

Building the Next Disney

At the 2025 Changemakers Summit in April, Hilton laid out an audacious vision for 11:11 Media: she wants to turn it into the next Disney.

"I think the way Bob Iger sees Disney is the way I see 11:11 Media, where it really puts together commerce and community, and built this whole ecosystem that involves everything from television to videos to audio to products to the metaverse and beyond," she said.

This represents a major shift for Hilton, who previously focused most of her energy on product deals, brand partnerships, and her DJ career. But she's not worried about whether consumers will follow her into this new territory.

"Everything I do is really authentic to me," she said. "Everything I do really is just very true to my brand."

When you've spent decades building a personal brand, apparently you get to pivot wherever you want and people come along for the ride.

Using Success to Drive Change

Here's where things get more interesting. Hilton told CNBC earlier this month that building successful businesses isn't enough. She wants to create actual impact.

Over the past several years, she's used her platform to advocate for issues like child welfare and juvenile justice reform. In 2024, she appeared before Congress to support the Stop Institutional Child Abuse Act, which became law last December.

"Impact shouldn't be an afterthought; it should be part of your mission from the very beginning," Hilton told CNBC. She wasn't kidding around: the second person she hired at 11:11 Media was the company's head of impact.

Think about that for a second. Your second hire. Most companies don't even think about social impact until they're established and profitable. Hilton made it employee number two.

"I'd also encourage young entrepreneurs to think creatively about impact and truly listen to the communities they want to serve," she continued. "When you have a platform or influence, you can inspire your audience to take action alongside you, and that's a powerful way to create lasting change."

From reality TV to media mogul to Congressional advocate, Hilton has certainly traveled an unexpected path. And if her track record is any indication, underestimating her would be a mistake.