Jared Leto takes on a desert theme for his skincare line

Some celebrities use their influence to create liquor companies or buy sports teams. (Some, like Ryan Reynolds, do both.) Still others engage in other side businesses, such as skincare. It’s not that surprising, when you think about it; after all, many actors have a reputation for having great hair and skin and aging well. Suffice to say that it’s not really a surprise to see Jared Leto gaining a foothold in this space.

While Leto has taken the physical transformation route for some of his roles – including in Chapter 27, Gucci House and Dallas Buyers Club – Leto is also known for his good looks, which was literally the point of some of his early roles. (Specifically, fight club – yet you could probably consider his work my so called life about it.) Leto is, at the time of this writing, 50 years old. According to an online calculator, Leto is now older than Wilford Brimley when Brimley starred in the movie. Cocoon. (That upset me, too.) All that to say, Leto can probably make the case for knowing a thing or two about skincare.

Writing to The Guardian, Alaina Demopoulos explored Leto’s new venture, known as Twentynine Palms. Leto made the announcement earlier this month at voguewhere he noted that – historically speaking – he had “never really been interested in beauty products”.

That hasn’t stopped him from co-founding a company that focuses on them, however. The Twentynine Palms website notes that their “formulations are meant to accompany daydreams, fantasies, travels, flashes of inspiration, and moments of stillness.” Daydreams aren’t cheap – corporate eye cream (“[e]essential for stargazers, night riders, and wide-eyed dreamers”) will set you back $97 for a container, while its shampoo (a “formulation to leave hair feeling clean and smelling lightly of desert night air”) will sells for $54.

Will Leto’s stardom and effusive marketing copy be enough to attract an audience willing to pay a premium for Twentynine Palms’ fare? That’s the next question the company has to grapple with – and one that will likely determine how to place it in the realm of celebrity business ventures.