On Tuesday, Elon Musk, the world’s richest man and Tesla owner, launched a fresh foray into the perfume industry, the “Burnt Hair” fragrance. He claimed to sell 10,000 bottles within hours of launching.

On Twitter, he promoted his new perfume, Burnt Hair calling it the “finest fragrance on Earth” and changing his Twitter bio to “Perfume Salesman.” The fragrance is on sale for $100 a bottle (Rs 8,400) on his tunnelling venture, The Boring Company, which describes the perfume as “the essence of repugnant desire.”

In addition to dollars, the popular meme-based cryptocurrency-dogecoin can be used to buy the product. As for what it smells like, the website reads that the perfume has “The Essence of Repugnant Desire”. The product description on the site reads, “Just like leaning over a candle at the dinner table, but without all the hard work,” it reads further. “Stand out in a crowd! Get noticed as you walk through the airport.”‘

Not long ago, Musk teased a new product he intends to sell through his tunnel-digging enterprise, The Boring Company. It is called the Burnt Hair cologne. Earlier in September, he tweeted that the Boring Company would launch a scent for men that would help them “stand out in a crowd.”