In a surprising move, the 45-year old startup founder has decided to poke his nose into the global fragrance industry, making him one of the first of Silicon Valley’s new generation of tech entrepreneurs to cause such a stink.
The aftershave is being developed in partnership with US-based fragrance manufacturer Scent O’Mental, and early rumours suggest it will be based on smells of clove and cinnamon.
A new scent, so far undiscovered, is also said to be included in Musk – a smell the aftershave’s manufacturers have mysteriously referred to as “space”.
Currently in its early stages of development, Musk is expected to hit shelves in UK stores next year, and the entrepreneur is said to be just as excited, if not more so, at the prospect of his new venture than with his past achievements.
Musk’s groundbreaking existing companies Tesla and SpaceX have already revolutionised their respective industries of transport and space exploration technology.
This latest announcement comes just weeks the launch of another Musk-led venture – a development company for so-called “neural lace” technology called Neuralink.
It is not yet clear whether Musk will see Musk make a more permanent move into the market for luxury consumer items, but the launch of the fragrance could be viewed as a sign the serial entrepreneur intends to develop his own unique personal brand.
In a statement, read by his assistant Ivanna Believeyou, Musk said: “For too long, tech entrepreneurship has been associated with bookish, spectacle-clad boffins, locked away in secretive, smelly labs.
“I feel like now is the right time for the world to see a different side to tech innovators. Musk is a sophisticated new scent that embodies the attitude of pioneers – the ones willing to push boundaries and question conventions.”
Musk is not the first entrepreneur to launch his own fragrance. In the 1990s, in an ill-advised attempt to diversify Amstrad’s offering in electricals, Lord Sugar gave the green light on production for his fragrance “Alan” in partnership with London-based perfume producer Porky Pies.