VENICE, ITALY – SEPTEMBER 08: Brad Pitt attends the “Blonde” red carpet at the 79th Venice International Film Festival on September 08, 2022 in Venice, Italy. (Photo by Dominique Charriau/WireImage)

In case you missed it, Brad Pitt is starting a skincare brand. Admitting he was inspired by former fiancée Gwyneth Paltrow‘s success with Goop, the actor announced the launch of Le Domaine Skincare yesterday, which heroes wine from his own French vineyard Château Miraval. While it might seem like a venture that’s a little out of left field for the star, Pitt insists he’d always thought about launching skincare – the internet, however, isn’t so sure.

Le Domaine’s range, which currently consists of The Cleansing Emulsion ($102), The Serum ($495), The Cream ($409) and The Fluid Cream ($392), lands at a far higher price point than most celebrity-led skincare ranges. While refills are available – and start at an eye-watering $320 – the brand has largely been met with scepticism on social media.

“Another laugh all the way to the bank. $800 for all three products!” wrote one commentator on the brand’s Instagram page, while another remarked, “I’ll see your $800 skincare trio and raise you a $13 bottle of Cetaphil and $8 Tretonoin 0.1%”.

Many online commentators have also questioned Pitt’s authenticity as a skincare enthusiast – particularly when he refused to demonstrate exactly how he uses the products or address any aspect of his personal beauty regimen in detail. “I’m not doing that!” he told a publication when asked, laughing, “I wouldn’t know how to do that, unless it was a comedy.”

Um… okay then. Pitt did insist that he does in fact use the products, and that the proof of their efficacy is all over his face. “I know there are new products nearly every day that people are trying to launch, but if I hadn’t seen a real difference visually in my skin, we wouldn’t have bothered,” he reasoned.

However Twitter user @mattxiv also called the brand’s integrity into question by pointing out a significant typo on the brand’s website. “Brad Pitt releasing a ‘genderless’ skincare line is already questionable but putting ‘no conservatives’ when they meant ‘no preservatives’ is taking me out,” they wrote.

Other users took issue with Pitt taking inspiration from Paltrow, with chemist and cofounder of skincare brand Experiment, @lisagrrera, calling it a shameless cash grab. “Here’s how he plans to get really f*cking rich. Look at these prices!” she remarked in a TikTok video, adding, “Bradley, I know it’s not your skincare that’s making you look like this… who are these products for?”


Replying to @caloash logging off✌️✌️ like at this point it’s embarrassing! #greenscreen #celebbrand #celebrity #bradpitt #celebskincare

♬ Elevator Music – Bohoman

Guess the jury’s out for now!