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Musky scent? Billionaire launches fragrance: Burnt Hair

'The Essence of Repugnant Desire', selling via Boring Company website for $100, will accept Dogecoin

Elon Musk, the world's richest man, is threatening to break into the fragrance industry with a scent branded “Burnt Hair – The Essence of Repugnant Desire" and it's already for sale on his Boring Co website.

In what may be a case of nominative determinism or simply a joke he has yet to share with the rest of the world, Musk's new market entrant is selling for $100 a bottle or £93 in Britain (international shipping not included).

Musk told his 108.6 million followers on Twitter – the platform he is now buying after some back and forth negotiations via a court case – the "omnigender" scent can be bought with Dogecoin, his favorite cryptocurrency.

"BE the change you want in the world," he added. "Doesn't get more lit than this."

Lines being used to pitch the fragrance include "Just like leaning over a candle at the dinner table, but without all the hard work," and "Stand out in a crowd! Get noticed as you walk through the airport."

Burnt Hair arrives years after Musk's Boring Company launched a limited line of flamethrowers, which he said made $4.5 million during its first weekend of sales. It brought in a total of $10 million in revenue.

Musk joked about launching a fragrance last month and has clearly gone through with it. Although with an estimated personal fortune of $220 billion, expensive practical jokes can be afforded.

The 51-year-old helped to upend the payments industry with PayPal, revolutionized the car industry with Tesla electric vehicles, did the same for space travel with reusable rockets via SpaceX, and is trying to build a high-speed transport network underground with the Boring Co.

With all this disruption under his belt, one might think that everything Musk touches turns to gold. Yet maybe global politics are one thing he should steer clear of. He recently upset Ukrainians by suggesting they accept the annexation of Crimea in 2014 and then waded into the China/Taiwan debate by suggesting the countries work out a special administrative zone for the latter. ®

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