In 2022, it seems you’re more likely to see a celebrity announce a new beauty line than promote their next project. This year alone, Hailey Bieber, Gwen Stefani, Halsey, Ciara and Winnie Harlow all dropped new brands. But it’s not just a woman’s game – now men want a piece of the $5bn market, too.
Last week, Jared Leto announced Twentynine Palms, “an 11-piece range of gender-neutral skin care, body care and hair care products”, per Vogue. Though the 50-year-old told the glossy he’s “never been really interested in beauty products”, he unveiled items like $47 hand wash and $97 eye cream. Each product is made from “desert botanicals” like prickly pear extract.
