Dwayne ‘The Rock’ Johnson has launched his own personal care brand – PAPATUI – debuting with a collection offering skin, hair, body and tattoo care.
The innovative line of products are created for men who want to focus on personal care and have an ever-increasing expectation of what their personal care products can and should do.
The products are formulated for the male consumer with attributes such as an oil-free face moisturiser with a matte finish (that doesn’t leave you feeling greasy), an antiperspirant clinically proven to protect against sweat and odour for 48 hours, and innovative tattoo care that both moisturises and brightens ink design.
The range also include specialty products such as the Rejuvenating Toner, which Dwayne calls his ‘secret weapon’, to help with exfoliation, skin hydration and pore tightening.
Dwayne and his team also collaborated with luxury fragrance house Dsm-Firmenich, with PAPATUI body and hair products available in three distinct luxury scents – Sandalwood Suede, Lush Coconut and Cedar Sport.
“People have asked me about my skin care for years, and people know that I’m a big advocate for all men to take care of themselves, inside and out,” commented Dwayne, when discussing the inspiration for the brand. “Men’s wellness will always be very important to me, and I’ve been lucky enough to have access to some of the best resources and minds when developing PAPATUI.
“Together with industry experts, we committed to create products that work and deliver the quality and value that all hardworking men deserve. Now all my men out there can trade-up to high-end products without having to pay high-end prices. I believe these products will help men take better care.”
Rick Gomez, evp and chief food, essentials and beauty officer at Target, continued: “PAPATUI is an amazing brand offered at exceptional prices, and I’m incredibly proud of the partnership that went into this launch. Dwayne and the PAPATUI team spent time and worked closely with us at Target to help deliver a range of high-quality, clean products that I think shoppers will absolutely love.”
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