Some celebrities use their clout to start spirits companies or buy sports teams. (Some, like Ryan Reynolds, do both.) Still others engage in other side ventures — like, say, skin care. Its not all that surprising, when you think about it; after all, many an actor establishes a reputation for having great hair and skin and aging well. All of which is to say that it’s not much of a surprise to see Jared Leto getting a foothold in this space.
While Leto has gone the physical-transformation route for some of his roles — including in Chapter 27, House of Gucci and Dallas Buyers Club — Leto’s also known for his good looks, which were literally the point of some of his early roles. (Specifically, Fight Club — though you could probably factor his work in my so-called life into this.) Leto is, as of this writing, 50. According to an online calculator, Leto is now older than Wilford Brimley was when Brimley starred in the film Cocoon. (This boggled my mind, too.) All of which is to say that Leto can probably make a good case for knowing a thing or two about skin care.
Writing at The Guardian, Alaina Demopoulos explored Leto’s new venture, known as Twentynine Palms. Leto made the announcement earlier this month at Vogue, where he noted that — historially speaking — he had “never been really interested in beauty products.”
That hasn’t stopped him from co-founding a company focusing on them, however. Twentynine Palms’ website notes that their “formulations are intended to accompany daydreams, fantasies, trips, bolts of inspiration, and moments of stillness.” Daydreams don’t come cheap — the company’s eye cream (“[e]ssential for stargazers, night riders, and wide-eyed dreamers”) will cost you $97 for a container, while its shampoo (a “formulation to leave hair clean and smelling faintly of desert night air”) sells for $54.
Will Leto’s celebrity and some effusive marketing copy be enough to draw in an audience willing to pay a premium for Twentynine Palms’ fare? That’s the next question the company must face — and one which will likely determine how to place it in the realm of celebrities’ business ventures.
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