Dwayne “The Rock” Johnson, the renowned actor, entrepreneur, and professional wrestler, is entering the beauty industry with the launch of his men’s skincare brand, Papatui. The brand will be available in 1,900 Target stores, on target.com, and papatui.com starting this Sunday.
As a well-known figure with a massive following of nearly 400 million on Instagram, Johnson understands the importance of consumer trust. However, he said that he saw a white space in the crowded celebrity skincare market when it comes to men’s care and grooming.
While men are becoming more comfortable discussing mental health, Johnson noticed that there is still a hesitation when it comes to skincare and grooming. He realized that there was an opportunity to create a product that caters to men’s needs while also opening up a conversation about skincare.
After four years of development, Papatui is introducing 12 different products for the face, body, and hair. Industry sources estimate that first-year sales could reach $40 million to $50 million. He stated that the soap of Papatui equipped with an opening on the packaging for customers to experience its scent. The soap features notes of sandalwood, coconut, and cedar, and the fragrances were developed in collaboration with supplier Firmenich and perfumers Frank Voelkl and Clement Gavarry.
Papatui products are said to be priced in the range of $7.99 or $9.99.
