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Travis Barker is really a Kardashian now.
The Blink-182 drummer announced on Tuesday that he has acquired his Barker Wellness Co. brand. — which previously sold CBD tinctures, bath bomb gummies and the like — is expanding into the skincare space.
The launch, now available to shop on both Revolve and the Barker Wellness Co. website, will include five products (all infused with CBD): a 2-in-1 face mask and cleanser ($95), daily moisturizer ($85) ), Eye Serum ($130), Facial Serum ($115) and Renewal Balm ($140).
“It’s vegan. It is well. Rub it all over your body. #barkerwellness,” Barker wrote over Instagram photos of himself with the new products.
His friends and family were very supportive of the launch, and son Landon Barker commented “the man himself” [sic]’ and ‘GOAT’.
But fans were quick to point out the rocker’s “Kardashianization” (as someone called it in the comments) since he married Kourtney earlier this year.
The eldest Kardashian sister runs wellness-focused lifestyle brand Poosh and launched a new line of vitamins and supplements this month, Lemme. Siblings Kim and Kylie also have their own skincare brands, and even matriarch Kris has her own brands in the works.
And Barker, 46, seems to have taken inspiration for his new venture from his wife, telling Elle: “Kourtney taught me that consistency is key when it comes to skincare. And now I’m seeing results. That’s why I wanted the skincare line to be simple.” so that it is easy for everyone to follow.”
“When that kardash influence hits,” another commenter joked on Barker’s post.
Criticism was harsher on the popular Instagram account Estée Laundry. “$130 FOR EYE SERUM IM SCREAMMINGG,” one person wrote, while another added, “$95 for a cleanser?! to literally flush down the drain?!”
“He didn’t want a wife, just a mother-in-law,” joked a third.
Despite other commentators calling the rule “the dumbest corporate money grab” and “a joke,” Barker has long been candid about his love of CBD, telling Joe Rogan that he used it to stay sober after a series of health battles, as well as to pain from his chronic trigeminal neuralgia.
Still, fans noted that a tattoo salve or hand cream might have been better suited to the inked musician. Maybe those will come as part of a future Poosh collab?