Wrestler. Actor. Director. Father. 2016 Sexiest Man Alive. Fanny Pack Enthusiast. Dwayne “The Rock” Johnson wears many hats, so it’s no surprise he’s joining the pantheon of celebrity skincare brands with his own line.
Meet Papatui, Johnson’s debut men’s personal care brand featuring skin, hair, body and tattoo care products made with cleaner ingredients and focused on performance. Even more exciting? Every product is under $10.
As People magazine reports, to hear Johnson tell it, Papatui, launching in Target stores and on Target.com on March 10 and available now on the brand’s website, was born out of conversations with peers at, where else, the gym!
“I found over the years as men, we can have these great conversations about working out, recovery, ice baths, saunas and we can talk about trucks and cheat meals and tequila and our favorite movies, but every conversation I would have regarding skincare, I was always pulled to the side privately like, ‘Hey, can I ask you a question? What do you do for your skin?'” he explains in an exclusive interview with People.
So in an effort to normalize men taking care of their skin, The Rock used his business savvy and charm to create a line that falls into the masstige bucket (accessibility was crucial). “So many times I would say, ‘Dude, why are we whispering [about skincare]? It’s okay. We should be able to have this open conversation.’ Papatui has allowed me to encourage just a more open, greater conversation about skincare and grooming.”
Over the course of three years, Johnson built a team and started to “educate” himself on clean ingredients, scent profiles and more. “I am passionate about trying to do my best to take care of myself inside and out,” he tells People. “Like so many of us, I had a great curiosity; I’m always experimenting — how can I improve my skincare and my grooming? And with that daily intention. I saw an opportunity here to create a product with great quality but also great accessibility in terms of cost. Let’s think about the consumer and let’s deliver quality at a very accessible price.”
Papatui is available in Target stores and on Target.com now.
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