Legends of the Fall... of Good Packaging

Brad Pitt recently launched a line of high priced men’s skincare but the packaging falls short

So, I know Brad Pitt made soap in Fight Club, but does that really give him R&D experience in the skincare industry? My husband came across Brad Pitt’s new Beau Domaine men’s skincare products while traveling in Europe last week and took a ton of pics to show me the packaging. I’ve definitely got some thoughts…

First reaction? The overall vibe feels… confused. The wood-and-metal cap is supposed to feel premium, but the proportions are awkward and the finish is kind of clunky. I get that it’s meant to echo wine barrels, but I’m not sure who this is for. It feels like it’s trying really hard to look luxurious, but just ends up looking… heavy? And honestly, kind of boring.

Also, the gold detailing on the jar and the silkscreen text don’t match. Not a huge deal, but if you’re charging $285 for a serum, that kind of stuff matters.

They’re calling out recycled glass, which is great. But these containers are small, and between the mixed materials and decorative elements, most people won’t recycle them anyway. So it’s giving sustainability vibes without truly closing the loop.

As far as the brand identity goes… I’m not really seeing one. It doesn’t lean into the vineyard story in any meaningful way, and it doesn’t feel masculine or modern either. Who’s the audience here? Rich guys who like oak?

And one more thing… this brand was founded with scientists and a sustainability mission. There’s real potential to use this platform for something bigger. What if the price tag actually funded education or recycling infrastructure or access to skincare? Right now it just feels like another overpriced product sitting on a marble sink.

What do you think? Are you feeling the luxury?