Elon Musk’s new Burnt Hair fragrance sells $2 million in first 24 hours

By Alessandro Carrara | Published: 13-Oct-2022
Fragrance Retail

The Tesla CEO changed his Twitter bio to 'Perfume Salesman' and claims over 20,000 bottles have sold within 24 hours

You need to be a subscriber to read this article.
Click here to find out more.

Elon Musk, the world's richest man, has entered the beauty industry with a new fragrance called Burnt Hair.

The scent retails for US$100 on Musk’s website, The Boring Company, and has been described as the “essence of repugnant desire”.

Musk claimed on Twitter that

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
  • Companies:
  • The Boring Company
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

7 fresh beauty launches to watch for this October

Read more
Cosmetics Business names seven of the biggest beauty launches of the week in this new round-up

Trending Articles

  1. Beauty Bay files notice of intent to appoint administrators as website goes offline The online beauty retailer, which sells products from more than 200 brands, has set its website offline with a notice that reads ‘we’ll be back shortly’
  2. Balmain Beauty breaks into prestige fragrance market with Destin de Balmain This floral-fruity eau de parfum is the next step in Balmain Beauty’s – the beauty arm formed as a joint venture between Estée Lauder Companies and the fashion house – luxury fragrance journey
  3. Has Gwen Stefani’s make-up line Gxve Beauty closed down? The website for the musician and No Doubt band member’s colour cosmetics company is down, while its Instagram and TikTok accounts are no longer publicly available
  4. Estée Lauder reformulates ‘loved’ hero foundation Double Wear The beauty giant has reimagined its bestselling complexion product, claiming that new Double Wear Stay-in-Place Makeup delivers coverage like the original, but with ‘even better make-up and skin care benefits’
  5. Morphesis: a new cycle unfolds in Dubai CPL Aromas unveiled Morphesis in Dubai to a full and deeply engaged audience, marking the latest chapter of its immersive fragrance concept series following editions in Barcelona and Shanghai

Upcoming event

Sustainability & Green Chemistry: From Claims to Credible Impact

26 February and 5 March 2026 | Virtual See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

7 fresh beauty launches to watch for this October

Cosmetics Business names seven of the biggest beauty launches of the week in this new round-up
Finance

Sephora UK to launch new boutique store concept this summer to accelerate growth

The LVMH-owned beauty retailer will debut two new specialised boutiques in London this year, driven by customer feedback for ‘smaller, more intimate spaces’ that serve their needs ‘without the time commitment of a destination shop’
Fragrance

Coty launches AI-driven fragrance concept store in Hong Kong

The beauty giant is expanding its presence in Asia with the addition of a new fragrance concept store in Hong Kong’s Mong Kok district, using artificial intelligence (AI) to elevate the consumer experience
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Kylie Cosmetics crowned best-performing US beauty brand on social in January based on creator marketing

Influencer marketing platform Traackr has unveiled the top-performing US brands based on creator marketing in January 2026, with Kylie Cosmetics, Rare Beauty and Huda Beauty all reporting growth
Fragrance

Calvin Klein Fragrances taps singer Rosalía as face of Euphoria Elixirs collection

The Spanish singer will appear in campaigns for the extension of the Euphoria fragrance franchise, which includes three new vanilla-based scents: Magnetic Elixir, Bold Elixir and Solar Elixir
You need to be a subscriber to read this article.
Click here to find out more.
Retail

Opinion: The era of discernment – why beauty’s retail future is in feeling, not following

In her debut column for CB, CEW UK Managing Director Sallie Berkley reveals why the beauty brands winning this year are not the ones with the loudest algorithms, but those that offer a genuine sense of belonging, transparent efficacy and a reason to step away from the screen
Colour Cosmetics

MAC Cosmetics confirms launch date into Sephora US

The make-up brand will be available to buy in Sephora US stores and online sooner than you think, and the retail partnership is part of parent business Estée Lauder Companies’ larger turnaround strategy
Subscribe now