Macaulay Culkin is starting his own lifestyle brand… with a twist.

Launched earlier this month, Bunny Ears is the “Home Alone” star’s new website spoofing celebrity lifestyle brands like Gwyneth Paltrow’s Goop.

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Along with the website, Bunny Ears also has a YouTube channel and a podcast.

“There’s a hole in the ‘celebrity lifestyle’ articles market, and we’re filling it with fun, unique satire,” Culkin explained to Dazed.

The site is modelled as much on the likes of Goop as it is on satirical sites like The Onion and Clickhole.

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“I love Clickhole so much,” Bunny Ears editor Shawn DePasquale said. “There’s a manic irreverence there that is just deliciously entertaining.”

As for what readers can expect from the articles on Bunny Ears, Culkin explains, “They’re humorous yet informational, and that’s what is all about.”