Musician and actor Jared Leto is set to launch a new desert-inspired lifestyle brand called Twentynine Palms, which will debut with a skin care range later this month.
The collection of 12 products includes hand and body washes, a facial moisturiser, clay mask, facial cleanser hydrating serum, shampoos and conditioners.
The Thirty Seconds to Mars frontman and face of Gucci Guilty perfume said Twentynine Palms will also feature other categories such as home goods and fragrance.
“I’ve never been really interested in beauty products,” Leto told Vogue in an interview.
“But I’m interested in the idea of taking care of ourselves in the most natural way possible.”
Kate Forbes, who worked as lead product innovator at Aesop, joined Twentynine Palms to develop the skin care range.
Leto’s brand is the latest to join the avalanche of celebrity beauty launches seen in 2022 alone - launches which have not gone unnoticed by the industry.
In September, Indie beauty brand owners penned an open letter to Brad Pitt, requesting the actor to close his new venture Le Domaine Skincare.
The letter comes after the Fight Club star unveiled the genderless beauty brand on 22 September, a partnership with French winemakers Famille Perrin who supplied ingredients from its Château de Beaucastel vineyard.
Entrepreneurs from five beauty brands – Carra, Highr, Lionne, Ohana and Elth – were the original signatories, but more have offered support.
The group described Pitt's La Domaine as "another buzzy but ineffectual celebrity beauty brand".
They urged the celebrity to shut down his business to invest in small cosmetic businesses: "If this industry is an industry that you truly want to be a part of, then invest in or partner with us. Think of it as becoming our executive producer.
"Invest in early-stage founders who are already in the arena, building innovative solutions to make the industry more inclusive, sustainable, and climate-friendly."
