Elon Musk goes viral with the launch of new men’s fragrance ‘Burnt Hair’ – WWD

Elon Musk seems to have embarked on another adventure: the perfume industry.

After teasing in September that his Boring Company had developed “Burnt Hair” — a fragrance for men whose namesake is the inspiration behind the scent — the Tesla founder took to Twitter on Tuesday to announce that within hours “10 000 bottles of burnt hair sold!” after its launch. Musk shared an image of the bottle, which is designed in red with a jewel-like top, and called it “the most beautiful fragrance on earth.”

Boring Company Burnt Hair


Finding the humor in the concept, Musk added on Twitter, “I can’t wait for the media stories tomorrow on $1 million worth of burnt hair sold, generating $1 million in sales.” He also tweeted, “With a name like mine, getting into the fragrance business was inevitable – why did I fight it for so long!?”

The product sells for $100 on the Boring Company website, which is hosted by Shopify, and is expected to ship in “Q1 2023.” A disclaimer notes that refunds will not be issued for what the brand describes as “the essence of loathsome desire.”

The Boring Company, valued at $5.7 billion in April, was founded by Musk in 2016 to enable fast point-to-point transportation and transform cities by creating safe, fast transportation, utility and freight tunnels to dig and low cost, according to the brand’s mission.

Musk is no stranger to tweeting out business initiatives and then trying to make them happen, including his bid to buy Twitter. In April, a deal was reached to buy Twitter for $44 billion, but the acquisition was put on hold. Following disagreements between the two sides, a judge set October 28 as the deadline for reaching an agreement.

As Twitter’s potential acquisition takes shape, her latest biography calls out a different company: “Fragrance Salesman.”

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