Dwayne "The Rock" Johnson unveiled his new men’s grooming brand,Papatui, on March 7 via an Instagram video. The launch arrived amid a TikTok meme that mocked the irony of a bald star selling shampoo, prompting Johnson to respond with humor and a gift to the influencer.

Papatui debut on March 7 via Instagram

Johnson announced the Papatui line in a short Instagram clip, explaining that he wanted a brand that helps men feel comfortable with self‑care. He noted that, while not a grooming expert,he has benefited from "top products and knowledge" over the years. The post marked the latest expansion of his business portfolio beyond film and fitness.

TikTok meme by Kayla Napier rakes 5 million likes

Influencer Kayla Napier posted a TikTok juxtaposing Johnson’s bald head from a previous ad with the concept of him selling shampoo and conditioner. The video amassed over five million likes, sparking jokes such as "I’m not gonna buy shampoo from a hairless man!" and "Boy,this man has no business in the shampoo department." According to the source,the meme amplified public curiosity about the new brand.

Johnson counters with Maui‑themed video

Instead of ignoring the criticism , Johnson stitched Napier’s clip with footage of himself as Maui from the live‑action "Moana," complete with flowing hair. He captioned the post with playful emojis and wrote , "And hey, sometimes a Demigod's radiant and ravishing hair needs shampoo/conditioner ." He also promised a gift to Napier’s company, @happyyellowco, turning the exchange into a promotional boost.

Self‑care push reflects Johnson’s broader beauty‑industry push

The Papatui launch builds on Johnson’s earlier jokes about his baldness, including a 2017 post where he likened his hair to "an afro and hair from a Lama's ball sac." By embracing the meme, he demonstrates a knack for leveraging internet culture to market products without heavy traditional advertising. as the source notes, this strateegy highlights his versatility as an entrepreneur in the beauty and personal‑care space.

Will bald celebrity shampoo sales convert?

Analysts are left wondering whether the novelty of a bald icon selling hair care will translate into sustained sales. The source provides no data on early purchase trends, and it remains unclear how Papatui will compete with established grooming brands.