03.08.24
Do you smell what The Rock is cooking? It’s a new men’s care brand!
Papatui is an innovative new personal care brand for men born from Dwayne "The Rock" Johnson's belief in prioritizing overall wellness, and the idea that self-care is critical, per marketers.
Papatui heralds a new era of men's care, offering high-quality, hardworking products that are accessibly priced. Three years in the making with a team of skincare experts and scientists, Papatui is focused on creating products that have both effective and clean ingredients.
The Line
The line debuts with a collection offering skin, hair, body and tattoo care.
These include: a Hydrating Facial Cleanser; Rejuvenating Toner; Restoring Face Moisturizer; Awakening Eye Gel; Enhancing Tattoo Balm; Enhancing Tattoo Stick; 48 Hour Aluminum Free Deodorant; 48 Hour Antiperspirant; Refreshing Body Wash; Enriching Bar Soaps; 2-in-1 Nourishing Shampoo and Conditioner; and 24 Hour Body Lotion.
Papatui products are thoughtfully formulated for the male consumer with attributes such as an oil-free face moisturizer with a matte finish without a greasy feel; an antiperspirant clinically proven to protect against sweat and odor for 48 hours; and innovative tattoo care that both moisturizes and brightens ink design.
Papatui also includes specialty products such as the Rejuvenating Toner – Johnson's personal "secret weapon" to help with exfoliation, skin hydration and pore tightening.
After many iterations and years of work, research and development, Papatui tested with consumers to ensure best-in-class product experience and premium, efficacious formulations that deliver.
Papatui’s formulas include key ingredients such as ceramides, hyaluronic acid, niacinamides and salicylic acid in the skincare products with nourishing ingredients such as mango butter and coconut oil in body care and tattoo care products. All Papatui products are formulated without parabens, sulfates, dyes, alcohol and PEGs.
Johnson and his team collaborated with luxury fragrance house DSM-Firmenich to enlist Principal Perfumers Frank Voelkl and Clement Gavarry. The results are Papatui body and hair products, which are available in three scents – Sandalwood Suede, Lush Coconut and Cedar Sport.
"People have asked me about my skin care for years, and people know that I'm a big advocate for all men to take care of themselves, inside and out,” said Johnson. “Men's wellness will always be very important to me, and 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."
Samoan Inspiration
The products are down pat, but what’s in a name? Johnson says Papatui, is of personal significance. His grandfather, High Chief Peter Maivia, of Samoan decent, taught Johnson about men's care as a boy.
“My grandfather was one of my heroes,” he said. “He was strikingly handsome, had beautiful skin, was well groomed, always smelled incredible. He was loved and respected by everyone, and on top of all that – he was also tough as hell. His nickname for me was ‘Tui.’ And ‘papa’ which translates to ‘rock’ in Samoan, also comes from my most important and protected role, which is father to my three daughters. I wanted to honor these anchors in my life. Thus, Papatui.”
The collection retails from $7.99-$9.99 and will be available starting today on Papatui.com, and in Target stores and on Target.com/papatui beginning Sunday, March 10.