A.I. has been appointed to handle the launch and representations of Jared Leto's skincare brand, Twentynine Palms. Twentynine Palms is the first brand co-founded by Jared Leto. Widely celebrated as an actor and musician, the multi-hyphenate is also a seasoned investor and entrepreneur. This latest venture, however, represents his most significant move to date in establishing a presence in the lifestyle category. Dr. Kate Forbes brings her extensive experience from her 20 year career to Twentynine Palms, developing and designing effective, high-quality formulations for the skin, hair, and body, in addition to fragrance products, at Aesop, where she began as an in-house chemist.

Inspired by the area’s hallucinogenic beauty, Twentynine Palms draws its name from the city best known as the gateway to Joshua Tree National Park. The region is famed for its otherworldly rock formations, unique vegetation, and its mesmerizing night skies; a setting that has proved a siren song for innumerable artists, seekers, and dreamers. The initial product range comprises formulations for the body, hair, and skin. New categories, including personal fragrance, home fragrance, and design objects, are slated for launch in 2023 and beyond, with the brand an eclectic and non-traditional presence in the lifestyle space. Available at twentyninepalms.com and Dover Street Market.

“This particular space is one I’ve always wanted to be a part of”, says Leto. “Doing it with a team that's so dedicated to creating high-quality, beautiful products is something I'm very excited by."

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