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
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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This stylish family home combines a classic palette and finishes with a flexible floorplan
Just 55 minutes from Sydney, make this your creative getaway located in the majestic Hawkesbury region.
Ever wondered what it takes to create a car like the Maserati? Meet the German designer taking on an Italian icon.
3 min
Klaus Busse would like you to close your eyes and imagine yourself behind the wheel of a Maserati. Picture the GranTurismo, which launched in Australia in 2024. Where do you see yourself? Chances are, Busse suggests, it’s not during the school pick-up or commuting to the office.
“You’re probably on a wonderful road in Tuscany, or Highway 1, or you’re going to a red carpet event,” says Busse, who holds the enviable title of Head of Design at Maserati, the iconic Italian car manufacturer. “Basically, it’s about emotion.”
At the luxury end of the market, the GranTurismo Coupe—priced between $375,000 and $450,000—is designed to transform the driving experience into something extraordinary. For Busse and his team, these “sculptures on wheels” are not just status symbols or exhilarating machines but expressions of pure joy. Their mission is to encapsulate that feeling and translate it into their cars.
“I really feel the responsibility to create emotion,” he says. “We have a wonderful word in Italy: allegria, which is best translated as ‘joyful.’ Our job as a brand is to lift you into this area of joy, perfectly positioned just short of ecstasy. It’s that tingling sensation you feel in your body when you drive the car.”
Even as 60 percent of the world’s population now lives in urban areas, Maserati’s design ethos captures the essence of “everyday exceptional.” Whether navigating city streets or open roads, a Maserati turns heads without being ostentatious or aggressive. “I’ve driven these cars all over the world, and no matter where I go, people smile at me and give a thumbs-up,” says Busse.
Since joining Maserati in 2015, Busse has reimagined and redefined the brand, steering his team through the reinvention of classic models and the transition to electric vehicles. Iconic designs like the Fiat 500, which entered the EV market in 2020, serve as a testament to Maserati’s ability to blend tradition with innovation.
Unlike other luxury car brands, Maserati embraces radical change with new designs every 10 to 15 years. Busse loves connecting with fans who follow the brand closely. He explains that each Maserati model reflects a specific era, from the elegant 35GT of the 1950s to the wedge-shaped designs of the 1970s and the bold aesthetics of the 1980s.
“I often ask fans, ‘What is Maserati for you?’ because their responses tell me so much about how they connect with the brand,” he shares.
Inspired by legendary Italian designer Giorgetto Giugiaro, Busse balances tradition with modernity in his designs. As Giugiaro once told him, “We always do the best in the moment.” This philosophy resonates deeply with Busse, who believes in honouring the past while embracing future possibilities.
Through advances in technology, techniques, and societal trends, Busse ensures Maserati remains at the forefront of automotive design. For him, the creative process is more than just a job—it’s a way to create joy, connection, and timeless elegance.
This stylish family home combines a classic palette and finishes with a flexible floorplan
Just 55 minutes from Sydney, make this your creative getaway located in the majestic Hawkesbury region.
