Elon Musk proved once again that he can sell his fans just about anything. The multi-billionaire made his first foray into the beauty industry this week with the launch of his new fragrance ‘Burnt Hair’. The new “omni-gender” cologne, released by his Boring Company, is described as both “the essence of loathsome desire” and “the best perfume on the planet”. It currently retails for $100 a bottle on the company’s website and is expected to ship in 2023.
On Twitter, Elon Musk joked that his entry into this new market was inevitable given the olfactory pun contained in his surname. He wrote: “With a name like mine, getting into the fragrance business was inevitable – why did I wait so long? He also changed his Twitter bio to reflect his new job title: “perfume salesman.”
Perhaps even more surprising than this new business venture is its success. According to Musk, 20,000 bottles have already been sold in the first twenty-four hours, which means he’s already raised two million dollars for the fragrance without anyone ever smelling a whiff of it. The Tesla CEO also encouraged his followers to buy even more products, tweeting, “Buy my perfume please so I can buy Twitter.”