Jared Leto Launches Lifestyle Brand, Starting with Skincare
Already the current face of Gucci, Oscar winner Jared Leto is launching his own brand — Twentynine Palms — which will kick off with 12 products for the skin and body. In true mysterious Leto fashion, he described the brand as "an eclectic and non-traditional creative presence," according to an article published by Vogue.
Although Twentynine Palms will eventually branch out beyond skincare, the brand will initially launch with a $39 cleanser, an $87 moisturizer, a $69 hydrating serum, a $95 clay mask, $47 hand and body washes, and $54 shampoos and conditioners. The line will be sold on Twentynine Palms' website, as well as Dover Street Market stores in New York, Los Angeles, and London.
"Twentynine Palms is a creative playground with many products in development," Leto told Vogue. "It is a place where my creative and business interests intersect."
Drawing its name from a city that contains an entry point to Joshua Tree National Park, Twentynine Palms is vegan and cruelty-free, and uses ingredients local to the Mojave and other desert botanicals. "We try to source everything as close as possible to manufacturing and to our consumer," said co-founder Jonathan Keren. "We expect most of our growth to be from the US," he added, saying that the brand will consider manufacturing in other parts of the world where there is a demand for it.
At the heart of Twentynine Palms is its support for local creative communities through collaborations with artists, architects, designers, and other creatives. They've partnered with High Desert Test Sites (HDTS), the non-profit arts organization founded by Andrea Zittel, which — according to Vogue — places contemporary art in a rural setting, far from inner-city galleries and museums. An endowment provided by Twentynine Palms will fund HDTS's artists and employees.
After the initial skincare launch, Leto and Keren plan to expand into more categories, including apparel, home goods, and fragrance. "We're super focused on quality," said Keren. "What interests us most is the experience and if people fall in love with the product. We want to make sure we're doing things right."