Dwayne Johnson’s debut skin care line wrestles its way into beauty arena

By Alessandro Carrara | Published: 7-Mar-2024

The brand has launched with a collection of hair, body and tattoo care products, and will be available in Target stores at a later date

Dwayne ‘The Rock’ Johnson is making his beauty debut with a new skin care brand.

Papatui, which has the tagline ‘Take Better Care’, is a men’s focused personal care brand featuring a range of body, hair and tattoo care products.

The brand is available today via papatui.com, and will launch into Target stores in the US on 10 March.

“With Papatui, looking better and feeling better comes naturally,” a description on the brand’s website reads.

“We formulate products that help guys feel good for themselves and the people who count on them.”

Products include the Hydrating Facial Cleanser, which has been designed to cleanse skin while maintaining its hydration.

Salicylic acid and vitamin B3 feature in the formulation, which work to remove dead skin cells and help retain moisture.

A Nourishing Shampoo + Conditioner also features in the collection, which uses coconut and monoi to clean hair and keep it nourished.

The brand has created the Enhancing Tattoo Stick, formulated to rejuvenate, brighten and protect ink.

It claims the formula can boost contrasts while natural oils moisturise the skin.

Papatui has also created a scheme which donates body care and shower care products to at-risk or less privileged youth groups.

“There is power in the confidence young people get from smelling good and taking care of themselves,” the brand said.

“Confidence is critical in the teenage years. Having access to quality body care products is important.”

Papatui is not Johnson’s first brand endeavour, having launched a successful clothes range in partnership with sportswear company Under Armour.

Released in 2016, the Project Rock collection included a gym bag, t-shirts, sneakers and other apparel.

The former wrestler turned actor and businessman also launched Teremana Tequila in 2020.

The ultra-premium alcohol brand is said to be valued at an estimated US$3.5bn.

Johnson is best known for his acting career, and has starred in films such as Jumanji, Black Adam and the Fast and Furious series. 

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