Beauty

Jared Leto Shuts Down Beauty Brand, Twentynine Palms

The actor pulls the plug on hyped brand only a year after launching.

1,111 Hypes

Jared Leto is shutting down his beauty brand, Twentynine Palms.

Having only launched a year ago, the actor has reportedly terminated his relationship with the brand’s parent company, Maapilim Ltd, following an alleged mismanagement by the brand operator, according to The Hollywood Reporter. Leto’s representative, Robin Baum, spoke out on behalf of the star, expressing his pride in the creative team at Twentynine Palms and their remarkable achievements. However, Leto took decisive action several months ago, severing his relationship with Maapilim Ltd. The actor firmly believes that there was a breach of contract and a significant mismanagement by the brand operator.

At the brand’s launch, there were expressed plans to expand beyond the skin, body care and haircare categories, going into fragrance and home goods. However, sales have now ceased on the brand’s website and the Instagram account has not been updated since March 2, 2023.

 

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A post shared by Twentynine Palms (@twentyninepalms)

Could this be the beginning of the end for celebrity-owned beauty brands in an oversaturated influencer market? We will have to stay tuned.

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