Jared Leto has become the latest in an endless slew of celebrities to announce he’s launching a beauty line, despite admitting that he’s “never been really interested in beauty products”.
Leto’s skincare range, Twentynine Palms — named after a small city in California on the edge of Joshua Tree National Park and uses local ingredients from the Mojave desert, such as prickly pear extract, fatty acid-rich amaranth plants and hydrating evening primrose — is an 11-piece gender neutral line of skincare, bodycare and haircare products. He describes his fledgling brand as, “an eclectic and non-traditional creative presence.”
The 50-year-old Thirty Seconds to Mars singer-turned Oscar-winning actor-turned Gucci muse-turned beauty mogul is known for his smooth, youthful complexion and long tresses — but was open when speaking to Vogue about his limited interest in beauty thus far. “I know I’m a student here, but I think that’s the best place to be,” he says, referencing the many other celebrities who have launched beauty lines in recent months.
He continues, “I’ve never been really interested in beauty products, but I’m interested in the idea of taking care of ourselves in the most natural way possible.” Leto is famed for his vegan, alcohol and caffeine-free lifestyle.
Twentynine Palms is all very zen — and very expensive for a self-confessed “student” of beauty. The eye cream retails at £77, the clay mask £75, and the moisturiser is £68. He’s also flogging a Tumbleweed shampoo for £44. Expensive, yes, yet people have demonstrated a willingness to put their skin in the hands of relative skincare novices. The most recent celebrity skincare brand announcement came from none other than Brad Pitt, whose gender neutral Le Domaine skincare range stars a serum priced at £300.
Before that came Cossmoss by Kate Moss, Rhode Beauty by model Hailey Bieber, Rare Beauty by actress and fellow Justin Bieber dating alum Selena Gomez, R.E.M Beauty by pop star Ariana Grande and countless more. The blame can largely be laid at the door of Miss Robyn “Rihanna” Fenty and Kylie Jenner, for their hugely successful ventures Fenty Beauty and Kylie Cosmetics which have made them both billionaires. As for skincare and wellness, it’s Gwyneth Paltrow’s Goop you’re looking at.
And if it’s not beauty they’re pedalling, it’s homeware — which Leto is interested in too. “This is just the beginning,” he tells Vogue, outlining his plans for a fragrance line and limited-edition range of home and design objects. Twentynine Palms will be available online and at London’s Dover Street Market.
