Dwayne “The Rock” Johnson has introduced an innovative new personal brand for men. ‘Papatui’ is all about taking care of oneself. It marks a new era of men’s care, offering high-quality, hardworking products that are accessibly priced. Papatui is 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.
Johnson says Papatui products have been thoughtfully formulated for the male consumer with attributes such as oil-free face moisturizer with a matte finish, an antiperspirant clinically proven to protect against sweat and odor for 48 hours, and innovative tattoo care that both moisturizers and brightens ink design.
About how he came up with the idea of launching a men’s personal care brand, the wrestler, actor and director told People magazine he had been thinking about it for years. “I found over the years, as men, we can have these great conversations about working out, recovery, ice baths, saunas, and we can talk about trucks and cheat meals and tequila and our favorite movies, but every conversation I would have regarding skincare, I was always pulled to the side privately like, ‘Hey, can I ask you a question? What do you do for your skin?’”
Johnson said Papatui has allowed him to encourage a more, greater conversation about skincare and grooming. “I am passionate about trying to do my best to take care of myself inside and out. I had a great curiosity; I’m always experimenting. I saw an opportunity here to create a product with great quality but also great accessibility in terms of cost.” The Jungle Cruise actor holds consumers to heart and aims to deliver quality, Papatui, at a very accessible price.
He added that men’s wellness will always be important to him. “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.”
In regards to the brand name ‘Papatui’, Johnson explained that his grandfather nicknamed him ‘Tui’. “And I thought, ‘Okay, let’s start there. There’s something interesting there’. On the Papa side, I’m a proud girl dad. I have three daughters, house full of estrogen, and my favorite role is being a dad. So Papa. And then I started to realize that, ‘Oh, my God, this is all coming together in a kismet way. Papa in Samoan means ‘rock’.”
Moreover, Johnson and team partnered with luxury fragrance house Dsm-Firmenich to enlist Principal Perfumer Frank Voelkl and Principal Perfumer Clement Gavarry both known for creating some of the most iconic scents on the market.
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