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Another One Bites the Dust – Jared Leto Shuts Down Twentynine Palms

Published September 18, 2023
Published September 18, 2023
Twentynine Palms

Less than a year after joining the ranks of celebrity beauty brands with a high-profile launch, Jared Leto pulled the plug on Twentynine Palms.

WHO: Launched in October 2022, Twentynine Palms was born of a chance encounter between actor, musician, and investor Jared Leto and Jonathan Keren, who founded the Mediterranean wellness brand Maapilim in 2016. The brand launched with skincare, body care, and haircare inspired by the majesty and myth of the desert.

IN THEIR OWN WORDS: “Jared Leto is proud of the creative team at Twentynine Palms and what they accomplished. However, many months ago, Leto terminated his relationship with the parent company Maapilim Ltd due to, what he believes was a breach of contract and mismanagement by the brand operator,” Leto’s rep, Robin Baum, told The Hollywood Reporter.


  • Jared Leto pulled the plug on Twentynine Palms.
  • Sales have ceased on the brand's website, and the Instagram account has not been updated since March 2. 
  • At launch, the Twentynine Palms co-founders expressed plans to expand beyond skin and haircare into lucrative categories like fragrance, home goods, and design.
  • According to Leto’s representative, Leto parted ways with the brand “several months ago” over claims including breach of contract.

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