Elon Musk Touts His Newest Venture: Perfume That Smells Like Burnt Hair
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Elon Musk Touts His Newest Venture: Perfume That Smells Like Burnt Hair

The world’s richest person is selling the ‘finest fragrance on Earth’ on Boring Co.’s website for $100 a bottle

By JOSEPH PISANI
Thu, Oct 13, 2022 9:08amGrey Clock 2 min

Elon Musk is giving himself a new title: perfume pusher.

The Tesla Inc. chief executive announced on Twitter Tuesday night that he’s selling a $100 perfume that smells like burnt hair. Hours later, he tweeted that he sold 10,000 bottles, which would add up to $1 million in revenue.

The fragrance is currently being sold on Mr. Musk’s Boring Co.’s website, which describes the scent as, “The Essence of Repugnant Desire.” It shows a picture of a smoking red perfume bottle. The product isn’t expected to ship until early next year.

“With a name like mine, getting into the fragrance business was inevitable—why did I even fight it for so long!?,” Mr. Musk tweeted Tuesday night. He later added: “Can’t wait for media stories tomorrow about $1M of Burnt Hair sold,” a tweet which included a sideways laughing emoji.

He also changed his Twitter bio to “Perfume Salesman.”

Mr. Musk didn’t say how or where the perfume will be manufactured. Representatives for the Boring Co. and Tesla didn’t immediately respond to requests for comment on Mr. Musk’s endeavour.

Mr. Musk is the world’s wealthiest person and one of Twitter’s most prominent users with more than 100 million followers. He has been in a prolonged back-and-forth to potentially take over the platform, one that he has often used to make big pronouncements—some serious, some not. He once tweeted he was buying English soccer team Manchester United only to say hours later it was a joke.

In addition to Tesla, he runs rocket company SpaceX, formally known as Space Exploration Technologies Corp., and founded Boring Co., an underground tunnel business, and neuroscience startup Neuralink Corp.

Mr. Musk’s newest venture comes as he’s tackling several high-profile business and geopolitical issues. SpaceX ferried astronauts to the International Space Station last week just as Tesla’s stock price slumped sharply following the car company’s disappointing delivery figures.

He also stirred a political dust-up when he suggested that Crimea, an area previously part of Ukraine that Moscow annexed in 2014, rightfully is part of Russia. The comment drew pushback from Kyiv, including Ukraine’s President Volodymyr Zelensky.

And in the same week, he also disclosed that he planned to go forward with his $44 billion takeover of Twitter, a surprise about-face after almost three months of trying to abandon the deal.

“Please buy my perfume, so I can buy Twitter,” Mr. Musk said in a tweet Wednesday.

Mr. Musk’s companies have sold unrelated things before, including a Tesla tequila and a Boring Co. flamethrower.

Jonathan Preston said he bought two bottles of Burnt Hair Tuesday night, one to save and the other to sniff. He received an email after the purchase with the subject line, “You’re on fire!”

“Hey, hot stuff!,” the message said. “This email confirms your purchase of Burnt Hair by Singed. It’s going to be lit. We’ll let you know when it ships, expected Q1 2023.”

Mr. Preston, 41 years old, is used to waiting for Elon Musk-related goods. It took seven months for the Tesla electric car he ordered to arrive, and even longer to get home internet service from Mr. Musk’s satellite-internet business, Starlink.

Mr. Preston, who is semiretired and lives in Phillipsburg, Mo., said he bought the perfume as a gag and that it won’t replace his usual scent, a peppery Axe body spray.

“It better smell like burnt hair,” Mr. Preston said about Burnt Hair. “If it doesn’t, I may try to return it, just out of disappointment.”

Mr. Preston said he thinks the perfume will be made, and if not, he assumes he’ll get a refund.

Mr. Musk teased the perfume in September.

“‘Burnt Hair’—Scent for Men by Singed,” he tweeted. “Stand out in a crowd! Get noticed as you walk through the airport!”



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The personal wardrobe of the late fashion designer Vivienne Westwood, who is credited for introducing punk to fashion and further developing the style, is headed to auction in June.

Christie’s will hold the live sale in London on June 25, while some of the pieces will be available in an online auction from June 14-28, according to a news release from the auction house on Monday.

Andreas Kronthaler, Westwood’s husband and the creative director for her eponymous fashion company, selected the clothing, jewellery, and accessories for the sale, and the auction will benefit charitable organisations The Vivienne Foundation, Amnesty International, and Médecins Sans Frontières.

The more than 200 lots span four decades of Westwood’s fashion, dating to Autumn/Winter 1983-84, which was one of Westwood’s earliest collections. Titled “Witches,” the collection was inspired by witchcraft as well as Keith Haring’s “graphic code of magic symbols,” and the earliest piece being offered from it is a two-piece ensemble made of navy blue serge, according to the release.

“Vivienne Westwood’s sense of activism, art and style is embedded in each and every piece that she created,” said Adrian Hume-Sayer, the head of sale and director of Private & Iconic Collections at Christie’s.

A corset gown of taupe silk taffeta from “Dressed to Scale,” Autumn/Winter 1998-99, will also be included in the sale. The collection “referenced the fashions that were documented by the 18th century satirist James Gillray and were intended to attract as well as provoke thought and debate,” according to Christie’s.

Additionally, a dress with a blue and white striped blouse and a printed propaganda modesty panel and apron is a part of the wardrobe collection. The dress was a part of “Propaganda,” Autumn/Winter 2005-06, Westwood’s “most overtly political show” at the time. It referenced both her punk era and Aldous Huxley’s essay “Propaganda in a Democratic Society,” according to Christie’s.

The wardrobe collection will be publicly exhibited at Christie’s London from June 14-24.

“The pre-sale exhibition and auctions at Christie’s will celebrate her extraordinary vision with a selection of looks that mark significant moments not only in her career, but also in her personal life,” Hume-Sayer said. “This will be a unique opportunity for audiences to encounter both the public and the private world of the great Dame Vivienne Westwood and to raise funds for the causes in which she so ardently believed.”

Westwood died in December 2022 in London at the age of 81.

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