OPINION

Fancy smelling like singed hair follicles? If you answered yes, then you’re in luck, because tech mogul and occasional internet troll Elon Musk has just announced the release of his perfume, Burnt Hair.

If you want to get your hands on a bottle associated with this $171 fragrance, you may have to join a waiting list, as it apparently sold out within hours of starting its online pre-sales. The ad copy on the website’s product page reads, “The essence regarding repugnant desire. ” I can’t help but imagine that if Musk was on Tinder, that’s what the bio on his dating profile would say.

Seriously, though, what is it with all these middle-aged white male celebrities suddenly deciding in order to launch beauty brands?

We’ve got Lady gaga and his skincare brand Le Domaine, which features four products with star ingredients like “grapes from a French vineyard”.

Priced at $659 for the bottle involving serum plus $137 for a cleanser, it ain’t cheap.

Then you have Blink-182 drummer Travis Barker. Less than a week after his wife Kourtney Kardashian was announced as the particular new “Sustainability Adviser” with regard to fast fashion chain Boohoo, he released five CBD-infused skincare products. The brand name, Barker Wellness Co. includes a $154 eye cream and a new $102 daily moisturiser. Side note: along with almost all typically the real estate in the body covered inside tattoos, We feel like it would have made way more sense for him to release a tattoo care line. Missed opportunity there, Kris Jenner – this latest venture connected with Travis’ has momager Kris written all over it.

The most recent to join them in the elegance game is Jared Leto, actor in addition to 30 Seconds to Mars frontman together with his 11-piece skin, hair and body care range, Twentynine Palms.

His eye cream costs $166 and even, if you’re into a bit of Sunday self-care, you can nab their clay face mask, which is said to be infused with “desert botanicals”, regarding $162.

I actually must admit, I’ve been rather enjoying the press hype and the subsequent internet chatter because people responded to these men announcing their foray into the beauty world. Twitter will be my favourite, and I’ve had a few chuckles reading some of the comments and memes online.

One particular hawk-eyed Twitter user, @mattxiv, spotted the most hilarious typo on Brad Pitt’s website copy: “brad pitt releasing a ‘genderless’ skincare line is already questionable but putting ‘no conservatives’ when they meant ‘no preservatives’ is taking me out. ”

But my favourite has to be what it says on his Le Domaine Instagram page bio: “Derived with Science together with Terroir to be one with both Nature and your own nature. This is usually harmony. This is respect. This will be La profession. ” What does that even mean?

I don’t think even Pitt knows, to be able to be honest. In an interview to help promote his brand new skincare variety, he has been asked by Vogue for you to demo his / her own skincare routine, to which he laughed, admitting he actually doesn’t know how to properly clean the face and that he’d have to be in character to pull it off.

Jared Leto wants us to buy his or her $166 eye cream, telling Vogue , “I’ve never been really interested in attractiveness products but I’m thinking about the idea of taking care of ourselves within the most natural way possible. ”

I think it’s safe to help assume that neither Pitt nor Leto are beauty buffs and clearly not that will into skin care. So why on earth would they launch beauty manufacturers? Well, the beauty industry is usually booming. Up from $483 billion found in 2020 to $511 billion in 2021 — and with an annual compounded growth rate for 4. 75 per cent worldwide — it’s predicted in order to exceed $716bn by 2025. And $784. 6bn simply by 2027. I’m going to take a stab in this dark here and guess that these splendor novices saw the dollar signs and additionally wanted some sort of slice of the lucrative pie.

In an already saturated market, this will be interesting to be able to see exactly how these fresh beauty entrepreneurs fare. As much as I poke fun, I personally welcome the idea that more men are joining the wonder conversation not to mention exploring their own relationship using beauty and also self-care rituals. Well, that’s not entirely true, I’d like someone to tell Elon Musk to keep his Burnt Hair as well as stick for you to rocket ships.