Jared Leto’s new lifestyle brand Twentynine Palms has ceased operations just months after its highly anticipated launch. The skincare and haircare line inspired by the desert mysteriously halted online sales, marking a rapid demise.
Leto partnered with Jonathan Keren, founder of Mediterranean wellness brand Maapilim, to create Twentynine Palms in October 2022. Despite initial plans to expand into fragrance, home goods, and more, the company is now defunct.
According to Leto’s spokesperson, the actor severed ties with Twentynine Palms months ago over alleged breach of contract and mismanagement by Maapilim Ltd. Keren also exited his role as co-founder and CEO only two months post-launch.
While Leto joins celebrities like Brad Pitt, Harry Styles, and Pharrell Williams in launching beauty brands, Twentynine Palms suffered issues early on. Fans are disappointed by the abrupt closure of a line that received positive press and hoped to redefine holistic care.