Elon Musk, founder of SpaceX, Tesla and the tunnel-making Boring Company, has updated his Twitter bio to “perfume salesman.” That’s an accurate description as he’s just released Burnt Hair, a new bottled fragrance available via the Boring Company website.
The perfume is a gag that’s crossed over from the joke realm into reality. In late September, Musk hinted at the upcoming product, tweeting “Burnt Hair — Scent for Men by Singed.” It’s a tie-in to a previous oddball product from the Boring Company, a .
Musk announced the availability of the perfume in a tweet on Tuesday, calling it “the finest fragrance on Earth.” He seemed to be testing out catchphrases in follow-up tweets ranging from “doesn’t get more lit than this” to “be the change you want in the world.”
Burnt Hair isn’t trying to convince anyone it smells good. The product page has very little details other than some advertising copy calling it “the essence of repugnant desire.” A couple of quotes suggest it smells like leaning over a candle at the dinner table and that it will will help you stand out in a crowd as you walk through an airport.
There’s a certain logic to all this strangeness. As Musk noted, “With a name like mine, getting into the fragrance business was inevitable. Why did I even fight it for so long!?”
Musk’s celebrity seems to be powering sales of the $100-per-bottle (£90, AU$160) perfume. On Tuesday night, he said buyers had already purchased 10,000 bottles of Burnt Hair. “Can’t wait for media stories tomorrow about $1M of Burnt Hair sold,” he tweeted.
Well here you go, Mr. Musk. Somehow, with all the craziness of the modern world, consumers have purchased $1 million of a mystery perfume called Burnt Hair sold by a company that makes big holes underground. This is probably what it feels like to live in a David Lynch movie.