Twentynine Palms

What Twentynine Palms does

Twentynine Palms is a desert-inspired clean beauty and wellness brand operated under Israel-domiciled parent M.K. Maapilim Ltd. (registration 515679496, headquartered at Ibn Gabirol 30, Tel Aviv). The brand was co-founded in 2022 by actor, musician, and investor Jared Leto and Jonathan Keren, founder of Mediterranean wellness brand Maapilim (established 2016). It sells 11 core formulations across four lines — Skin (six products including cleanser, serum, moisturizer, clay mask, exfoliating solution, and eye cream), Body (hand wash, hand cream, body wash), Hair (shampoo, conditioner) — plus curated kits, the $625 Ensemble bundle, a limited-edition Electric Dreams Scarf apparel item, and announced refill pouches.

Products are vegan, cruelty-free, and formulated with desert-born botanicals (Prickly Pear, Evening Primrose, Elderberry, Amaranth) alongside established skincare actives (Hyaluronic Acid, Retinol, Ceramides, Salicylic Acid, AHA/BHA). Packaging uses biophotonic MIRON glass for skin care, recyclable aluminum for hand cream, and 100% post-consumer recycled plastic for body and hair items, with refill pouches said to use up to 80% less plastic than traditional bottles.

The business operates a direct-to-consumer e-commerce model on a Shopify-hosted storefront, with international shipping to the US, Canada, the UK, and continental Europe, and in-person sampling at Dover Street Parfums Market as the only disclosed physical retail touchpoint. Pricing is one-time purchase, unit-priced from $39 to $625, with no subscription offering disclosed. Brand awareness is driven primarily through celebrity co-founder visibility and earned media coverage (Esquire, Fast Company, GQ, Vanity Fair, Vogue, Vogue Business, Vogue UK, W Magazine), supported by organic social channels on Instagram and TikTok and an email newsletter.

Name

Twentynine Palms

Legal name

M.K. Maapilim Ltd.

Website

https://twentyninepalms.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Twentynine Palms is a DTC clean beauty brand selling desert-inspired vegan skincare, body, hair, and apparel products directly to consumers worldwide via Shopify, co-founded by Jared Leto and Jonathan Keren.

Ownership category

akta.pro rank

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly to consumers through the brand's e-commerce website (Shopify-hosted). One-time purchase model with no subscription offering disclosed. Revenue from sale of skincare, body care, hair care, and apparel products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Twentynine Palms is a desert-inspired clean beauty and wellness brand that sells vegan, cruelty-free skincare, body care, hair care, and apparel products directly to consumers through its Shopify-hosted e-commerce website. The brand offers 11 core formulations across skin, body, and hair categories, plus curated kits and accessories, formulated with desert-born botanical ingredients and packaged in sustainable materials including biophotonic MIRON glass and post-consumer recycled plastic.

Product overview

Twentynine Palms is a skincare and wellness brand offering a unified portfolio of 11 core formulations across four product lines—Skin (6 products: Cosmic Cypress Facial Cleanser, Mesquite Springs Hydrating Serum, Santa Ana Salve Facial Moisturizer, Rock Rose Clay Mask, Mesa Mystic Facial Exfoliating Solution, Mira Luna Eye Cream), Body (3 products: Moonlight Mesa Hand Wash, Moonlight Mesa Hand Cream, Pinyon Poet Body Wash), and Hair (2 products: Desert Tumbleweed Cleansing Shampoo, Desert Tumbleweed Softening Conditioner)—plus curated kits (Mojave Ballad Skin Care Kit, Moonlight Mesa Duo, Milagro Hydrating Duo, Badlands Waltz Shower Kit, The Ensemble), an apparel accessory (Electric Dreams Scarf), and upcoming Refill Packs. All formulations are vegan, cruelty-free, developed without synthetic fragrance, and feature botanical ingredients inspired by desert plants. Packaging includes biophotonic MIRON glass for skin care, aluminum for hand cream, and 100% post-consumer recycled plastic for body/hair products. The brand was co-founded by Jared Leto and Jonathan Keren (founder of Maapilim).

Differentiator

Problem solved

Functional benefit

Products and services

• Cosmic Cypress Facial Cleanser

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Jonathan Keren / MaapilimcoreStrategic or Co-development PartnerJonathan Keren founded Mediterranean wellness brand Maapilim in 2016. The partnership between Keren and Jared Leto created Twentynine Palms, combining Maapilim's product development expertise with Leto's creative vision and celebrity platform.
• Douglas MandryminorStrategic or Co-development PartnerSwiss artist Douglas Mandry collaborated with Twentynine Palms to create the Electric Dreams Scarf, a limited-edition accessory featuring his original photography from Joshua Tree National Park. Mandry traveled to capture the desert landscape, which was then reworked into the scarf's design.
• Dover Street Parfums MarketminorChannel Partner/ Reseller/ DistributorProducts are available for in-person sampling at Dover Street Parfums Market, allowing customers to experience formulations before purchasing online. This is the only physical retail partner mentioned.
• ShopifycoreTechnology or IntegrationThe e-commerce platform hosting Twentynine Palms' online store. Shopify provides the infrastructure for selling products and services to customers.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• OUAI: Celebrity hairstylist-founded hair care brand with DTC distribution and Sephora presence. Comparable to Twentynine Palms in the celebrity/founder-driven GTM motion, hair care sub-line positioning, and premium-but-attainable price architecture.

Broad incumbents

• Tatcha: Luxury skincare brand built on Japanese botanical traditions, sold at premium price points with broad retail distribution (Sephora). Comparable to Twentynine Palms in the botanical/nature-inspired storytelling and premium AOV, though at much larger scale under Unilever ownership.
• Aesop: Premium botanical-forward skincare and body care brand with strong retail distribution and clean beauty positioning. Comparable to Twentynine Palms in target customer (affluent, ingredient-conscious), price band, and sustainability narrative, though at vastly greater scale and now owned by L'Oréal.

Direct peers

• Drunk Elephant: Clean, biocompatible skincare brand combining active ingredients with a "clean ingredient" philosophy. Closely comparable to Twentynine Palms on product positioning (skincare-led, ingredient-curious consumers), price band, and clean-beauty certification stance.
• Glossier: Direct-to-consumer clean beauty brand with cult following, strong social media presence, and lifestyle-led branding. Comparable to Twentynine Palms in DTC-first distribution, content/Instagram-driven GTM, and aspirational beauty positioning, though Glossier skews younger and broader category.
• Herbivore Botanicals: Natural, plant-based skincare brand with minimalist packaging and DTC-led distribution. Comparable to Twentynine Palms in botanical ingredient positioning, sustainability emphasis, and target clean-beauty consumer, though at lower price points and broader mass distribution.
• Dr. Barbara Sturm: Celebrity dermatologist-led luxury skincare brand marketed heavily through influencer and editorial channels. Comparable to Twentynine Palms in celebrity-backed marketing model, premium pricing, and DTC-plus-selective-retail mix.
• Augustinus Bader: Luxury skincare brand combining science-backed actives with premium positioning and DTC/select-retail distribution. Comparable to Twentynine Palms in premium AOV, science-plus-nature positioning (retinol, ceramides, hyaluronic acid), and selective upscale retail partnerships.
• Tata Harper: Certified non-toxic, farm-grown natural skincare brand positioned at the premium end of clean beauty. Comparable to Twentynine Palms in botanical sourcing narrative, premium pricing, and direct-to-consumer lean with selective retail.
• Maapilim: Sister brand under the same parent (M.K. Maapilim Ltd.), also offering botanical Mediterranean-inspired clean skincare, body care, and haircare. Most directly comparable entity given shared founder (Jonathan Keren) and formulation philosophy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/twentyninepalms
• TikToktiktok.com/@twentyninepalms
• LinkedInlinkedin.com/company/twentyninepalms

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Twentynine Palms