PAPATUI

Papatui is a men’s skincare brand launched in early 2024 by wrestler and actor Dwayne “The Rock” Johnson. The brand focuses on high-performance skincare products for the face, body, hair, and tattoos. Papatui is available exclusively at Target in the United States and offers affordable products, all priced under $10. The formulations are developed in collaboration with dermatologists and skincare experts, featuring ingredients like ceramides, hyaluronic acid, niacinamide, and salicylic acid. The products do not contain parabens, sulfates, dyes, alcohol, or PEGs.

The brand’s name, Papatui, is inspired by Johnson’s Samoan heritage. “Papa” translates to “Rock” in Samoan, and “Tui” was his grandfather’s nickname for him. The brand was created based on Johnson’s personal grooming routine and his belief in self-care.

Papatui launched a partnership with Target to ensure nationwide distribution. The brand introduced flagship collections, including the Hydration Boost Series, the Active Defence Line, and the Tattoo Care Collection. These product lines address common skincare concerns such as dryness, irritation, and environmental damage. The tattoo care products help maintain tattoo vibrancy and prevent skin damage.

Marketing campaigns, including Johnson’s endorsements and social media presence, played a key role in promoting Papatui. The brand expanded in 2025 with collaborations with athletes and wellness influencers and launched educational initiatives on skincare. Papatui also donates body care products to youth programmes supporting underprivileged communities.

The brand’s vision is to make skincare simple and accessible for all men. It aims to promote self-care through affordable, high-quality products. Future plans include international expansion and partnerships with fitness and wellness brands. Papatui has received industry recognition and won the “Best New Skincare Brand” award at the 2025 Grooming Excellence Aw

Papatui was launched in early 2024 by Dwayne Johnson, inspired by his Polynesian heritage and the need for a dedicated men’s skincare line that prioritises efficiency and results. The brand’s name reflects Johnson’s cultural roots and personal philosophy of self-care and discipline.

“In the mornings, and at night, and after workouts, I’ve become obsessed with it. Much like we are cold plunging, hitting the sauna, and going cold plunge, sauna, cold plunge, sauna, and training however we’re training. Whatever sweat equity that you’re putting in, the grooming part is just as essential. It’s the final thing,” Dwayne tells Men’s Health.

The launch of Papatui was accompanied by a strategic partnership with Target, securing exclusive distribution rights across the United States. This collaboration ensured the brand reached a broad audience with the convenience of in-store and online availability. “Together with industry experts, we committed to create products that work and deliver the quality and value that all hardworking men deserve. Now all my men out there can trade-up to high-end products without having to pay high-end prices. I believe these products will help men take better care,” says Dwayne.

One of the key factors behind Papatui’s rapid success was its scientifically formulated products, developed in collaboration with dermatologists and skincare experts. The formulations emphasised natural ingredients, hydration, and protection against environmental stressors, catering to men’s skin needs. Key ingredients include ceramides, hyaluronic acid, niacinamides and salicylic acid in the skincare products, with nourishing ingredients such as mango butter and coconut oil in body care and tattoo care products. In addition, all Papatui products are formulated without parabens, sulfates, dyes, alcohol, and PEGs.

The brand introduced several flagship collections, including the Hydration Boost Series, the Tattoo Care Collection, and the Active Defence Line. Each collection was designed to target specific skincare concerns, such as dryness, irritation, and protection against pollution. Papatui quickly gained traction in the skincare industry, featuring in top men’s lifestyle and wellness publications.

Johnson’s global influence and strong marketing campaigns, including personal endorsements and social media engagement, played a crucial role in positioning the brand as a leader in men’s skincare. In 2025, Papatui expanded its product line with limited-edition collaborations with athletes and wellness influencers, reinforcing its commitment to holistic skincare solutions. The brand also introduced an educational initiative, providing skincare tips and routines for men of all backgrounds.

Per the official website: ‘At PAPATUI, we donate body care/shower products to youth groups focused on at-risk or less privileged youth. Why? There’s power in the confidence young people get from smelling good and taking care of themselves. Confidence is critical in the teenage years. Having access to quality body care products is important. If you’re involved in an after-school or sports program that could benefit from these donations, fill out the form below. PAPATUI can help.’

Acquisitions and future expansions remain part of Papatui’s long-term growth strategy, with planned international distribution and potential partnerships with wellness and fitness brands.

Papatui’s mission is to revolutionise men’s skincare by offering high-performance, affordable products that simplify self-care. The brand is committed to delivering science-backed solutions tailored to men’s unique skincare needs. By making quality skincare accessible to all, Papatui ensures that men no longer have to compromise between effectiveness and affordability. Each product is designed to be practical, efficient, and easy to incorporate into daily skincare routines. Sustainability and inclusivity remain at the core of Papatui’s mission. The brand strives to use responsibly sourced ingredients and environmentally friendly packaging while promoting positive conversations around men’s skincare and wellness.

Dwayne Johnson envisioned Papatui as more than just a skincare brand; it is a movement that encourages men to embrace self-care with confidence. His vision was rooted in making skincare a seamless part of every man’s daily routine without the complexity of traditional regimens. Inspired by his Polynesian heritage, Johnson sought to integrate natural ingredients and time-tested skincare traditions into modern formulations. His goal was to create products that nourish the skin and also reflect his commitment to discipline, wellness, and authenticity.

“Papatui is for the everyday man who is simply looking to take better care of himself and put his best foot forward — whether he’s a skincare novice or on the hunt to find the best products to enhance his personal care regimen. Our Papatui debut collection spans skin care, hair care, body care and even tattoo care — there is really something for everyone and dare I say, many women too. And every item is $9.99 or less,” Dwayne tells Target.

Papatui’s long-term vision includes expanding its impact beyond skincare, fostering a community that prioritises well-being. Through brand initiatives, Johnson aims to educate and inspire men to take better care of their skin, reinforcing that self-care is an essential part of confidence and personal growth.

Despite being a relatively new brand, Papatui has already received widespread recognition in the skincare and wellness industry. The brand was featured in top lifestyle magazines, including Men’s Health and GQ, for its innovative approach to men’s skincare. In 2025, Papatui won the “Best New Skincare Brand” award at the Grooming Excellence Awards, solidifying its position as a frontrunner in the industry.

The brand was also acknowledged for its commitment to sustainability, receiving accolades for its eco-friendly packaging and responsible ingredient sourcing. Johnson’s active involvement and personal endorsement have further amplified Papatui’s credibility, making it a trusted name among consumers and industry experts alike. As the brand continues to grow, it is expected to achieve further milestones and set new standards in men’s skincare.

Papatui offers a diverse range of skincare products, each designed to address specific skin concerns for men. The product lines include facial cleansers, moisturisers, body washes, and tattoo care solutions, all formulated with dermatologist-approved ingredients. Among the brand’s most notable collections is the Hydration Boost Series, which features deep-moisturising formulations aimed at combating dryness and replenishing the skin’s natural barrier.

The Active Defence Line provides protection against environmental pollutants and sun exposure, ensuring long-term skin health. The Tattoo Care Collection, a standout feature of Papatui’s offerings, is designed to enhance and protect body art. These products are infused with nourishing ingredients to maintain tattoo vibrancy and prevent skin damage, appealing to both tattoo enthusiasts and first-time ink collectors.

Papatui’s tattoo-enhancing products are a best-seller. “Papatui has both an enhancing tattoo stick and enhancing tattoo balm for all those with ink. These products will make your tattoos pop and look incredible — rejuvenate, brighten and protect them. It boosts the contrast while natural oils combined with key ingredients like mango butter and coconut oil all work to moisturize the skin. The Papatui tattoo products are an amazing and simple way to moisturize and keep your tattoos looking fresh. And, they’re easy to apply and won’t transfer to your clothes,” Dwayne tells Target.