Jared Leto’s Twentynine Palms is the latest celebrity beauty brand in trouble

By Amanda Pauley | Published: 26-Sep-2023

The actor has allegedly terminated his relationship with parent company Maapilim Ltd, leaving the future of the brand uncertain

Jared Leto’s Twentynine Palms is the latest celebrity beauty brand that could potentially face closure despite 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.

“Jared Leto is proud of the creative team at Twentynine Palms and what they accomplished,” Leto’s rep Robin Baum told the publication. 

“However, many months ago, Leto terminated his relationship with the parent company Maapilim Ltd due to what he believes was a breach of contract and mismanagement by the brand operator.”

Leto is not the only A-lister who has been struggling to push a line in the saturated celebrity beauty market.

Actress Kristen Bell’s beauty range Happy Dance shut down in January after only two years in business.

The hemp-derived topical beauty line shuttered after its parent company Cronos Group focused on the edibles market instead. 

Cosmetics brand owner Amyris also filed for voluntary Chapter 11 bankruptcy last month.

It is the parent company of celebrity beauty brands Jonathan Van Ness' JVN Hair and Rosie Huntington-Whiteley’s Rose Inc. 

Twentynine Palms is a desert-inspired beauty brand

Twentynine Palms is a desert-inspired beauty brand

Leto co-founded Twentynine Palms with Maapilim Ltd’s Jonathan Keren in April 2022 and launched the range in October 2022.

However, Twentynine Palms’ Instagram account has been dormant for six months.

Its last post was on 2 March to promote the brand’s Moonlight Mesa Hand Cream.

The post has many comments on it by consumers asking what is going on with the brand. 

@brandywineandbrenda posted: “What is happening? Do you no longer have after sales customer service? Sent several emails about an issue and no replies.”

@ed.bamain commented: “What is going on with this brand? No product since April and, above all, no reply to the messages sent to my Twentynine Palms account.” 

All products on the site are also listed as “coming soon”, with no option to purchase. 

Keren’s LinkedIn profile, meanwhile, states he quit his role as co-founder and CEO of Twentynine Palms in December 2022, just two months after the brand’s launch. 

Cosmetics Business has reached out to Twentynine Palms for comment.

Twentynine Palms’ collection comprises hand and body washes, a facial moisturiser, clay mask, facial cleanser, hydrating serum, shampoos and conditioners.

The range received a mixed reception on launch after the Suicide Squad star told Vogue magazine: “I have never been really interested in beauty products”.

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