Elon Musk is living up to his name.
The entrepreneur announced a new business venture in addition to his SpaceX and Tesla companies— a “Burnt Hair” perfume. Updating his Twitter bio to “perfume salesman,” Musk revealed what he called the “finest fragrance on Earth” on social media Oct. 11.
“With a name like mine, getting into the fragrance business was inevitable,” he wrote of his scented surname. “Why did I even fight it for so long!?”
The website includes an image of a red glass bottle with “burnt hair” penned in cursive silver letters and “singed” written in a bold font. As for what it smells like, the perfume’s website said it is “the essence of repugnant desire.”
“Just like leaning over a candle at the dinner table, but without all the hard work,” the website reads. “Stand out in a crowd! Get noticed as you walk through the airport.”