A Wren Says

Dwayne Johnson has a skincare line. Yes, The Rock, yes the action star, yes the WWE superstar. Yeah, that guy. The reason why, other than I think there is something in the celebrity handbook forcing them to all do skincare or makeup, is because he wants you to take better care of yourself. Enter Papatui.

A large inspiration for the line comes from conversations he’s had with men over the years. After fielding questions about how to address mental health and skincare, Johnson’s brand serves as a way to encourage me to care for their skin and look after their overall well-being. The brand is called Papatui, a combination of the Samoan word for rock (“papa”) and the nickname Johnson’s grandfather had for him (“tui”).  The connection to his Samoan heritage doesn’t end there. Many of the ingredients, such as mango butter, are proudly inspired by the island where  he spent so much time over the years.

The brand includes skincare and bodycare SKUs. A key callout in the line is the tattoo care products. I think it is absolutely brilliant that this product was included. Johnson, himself, has a large characteristic tattoo. And also, I don’t really hear many, if any lines, talking about tattoo care products, even though tattoos are much more common place. Not only are they filling the hole in the skincare market targeted towards men, but there is a specific niche there to reach with those who are proud of their tattoos and want to preserve their vibrancy for longer.

If you want to learn more about these products, they might already be in your local target. But of course, you can also find them on Papatui or Target websites.

To read more on the topic, you can see my source below:

Chikhoune, R. (March 7, 2024). EXCLUSIVE: Dwayne ‘The Rock’ Johnson Launching Men’s Skin Care Brand, Papatui. WWD. https://wwd.com/beauty-industry-news/beauty-features/dwayne-the-rock-johnson-mens-skin-care-brand-papatui-1236249846/