Musk Launches New ‘Burnt Hair’ Perfume With Fragrance of ‘Repugnant Desire’

Elon Musk is promoting a new perfume, as the world’s richest man continues a track record of turning what ostensibly start out as jokes into sought-after products.

Musk announced the scent — called “Burnt Hair” and described as “the essence of repugnant desire” — in a tweet Tuesday, before changing his Twitter biography to “Perfume Salesman.” A separate product page posted by Boring Co., Musk’s tunneling company, listed the fragrance at $100 a pop, and Musk later tweeted that 10,000 bottles had been sold.