Elon Musk, SpaceX and Tesla CEO, joked about a new fragrance for men, called “Burnt Hair”. The innovator added it would be a scent for men by Singed. The 51-year-old continued with the banter, saying “I guess this joke is a slow burn …”, adding a drum emoticon at the end, signalling the “ba dum tss” sound that accompanies a punchline. 

He shared a picture of what the new fragrance might look like, bottled, and captioned it “Make “hair on fire” not just a metaphor”, and added that the new offering would help one “Stand out in a crowd! Get noticed as you walk through the airport!” 

The world’s richest man said that the new line of fragrances would come from The Boring Company, an infrastructure and tunnel construction services company, founded by Musk. He noted that the same company offers flamethrowers to buyers. 

On the official site, The Boring Company lists the product as “not a flamethrower” and adds that fire extinguishers are sold separately. As per the site, 20,000 units have been sold already. The site adds, “The zombie apocalypse may not have arrived, but we are always preparing for the future.”

It also has a tweet that Musk put out in 2018, saying “The rumour that I’m secretly creating a zombie apocalypse to generate demand for flamethrowers is completely false”. 

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While Musk’s latest offering of a quirky fragrance might be a joke, several celebrities have gone into the business of lifestyle products that come with a twist. Hollywood actor Gwyneth Paltrow, who plays Pepper Potts in the Marvel Cinematic Universe, sells vagina-scented candles. Brad Pitt has also moved into the skincare business recently, launching Le Domaine – a luxury brand whose products were made after studying grapes and the ageing of wine. 

Other celebrities like Rihanna and Kim Kardashian have also launched their own brands, Fenty and SKKN, respectively.