Yup, Even Dwayne Johnson is Getting Into the Celebrity Skincare Game

By Kayleigh Donaldson | Celebrity | March 18, 2024 |

By Kayleigh Donaldson | Celebrity | March 18, 2024 |

Celebrity skincare brands are everywhere. It’s the most visible side-hustle of the rich and famous in the 2020s next to booze lines, and it seems as though everyone is getting their foot in the door: Kylie Jenner, Scarlett Johansson, Rihanna, Alicia Keys, Pharrell, Brad Pitt, Idris Elba, Kim Kardashian, Jessica Alba, and too many more for me to remember off the top of my head. Now, joining the fray is The Rock himself, Dwayne Johnson.

That’s right, that big slab of muscle and ego is getting into the skincare game with Papatui. The brand includes a variety of products designed mostly for men, including body washes, soaps, and deodorants. Unique to this brand are skincare options for tattooed skin, such as a stick that the website claims will ‘Rejuvenate, brighten and protect your ink.’ All the products are available at Target, and all are under $10.

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Johnson told People that he created the brand as a way to get men to talk about skincare without stigma, and that ‘Papatui has allowed me to encourage just a more open, greater conversation about skincare and grooming.’ Sure, and I bet the financial possibilities didn’t hurt!

Snark aside, this is an interesting new business venture for a man who might be the most successful brand in Hollywood. Everything Johnson does, whether it’s on the big screen or in a motivational Instagram post, is designed to develop and promote the brand of The Rock. Aside from being the highest-paid actor in the business right now, he’s got his own tequila line, he’s a co-owner of the XFL (which recently merged with the USFL), he’s got an energy drink company, and he just got full ownership over the trademark for ‘The Rock. He’s moving into more prestigious films by working with Benny Safdie, and he’s currently back in the ring with the WWE for some stuff I don’t understand (wrestling fans, please explain in the comments!)

So, him adding skincare to this roster isn’t necessarily surprising. He’s appealing specifically to men, which is a less crowded market for celeb brands. He’s made it accessible and cheap, which is more than we can say for many companies (hello, SKKN.) And he’s a good-looking dude who works well as the face of the company. Whether or not you believe him as being a user of his own stuff is another matter, but Dwayne is nothing if not proficient at brand management. He’s better at that than changing the trajectory of the DCEU.