Jonah Hill has formed a new brand called Meaningful Existence, which insists that it seeks to “spread joy throughout the universe by monetizing happiness” and is “definitely not a cult.” 

The 39-year-old actor/director teased the launch alongside Real Housewives star Lisa Rinna at a recent Lakers game. The two appeared courtside at L.A.’s April 7 game against the Suns wearing matching sweats adorned with the company’s logo. Hill, in a Weird Al–adjacent wig, embodied the alter ego at the center of Meaningful Existence: Prophet Ezekiel Profit, a “renowned spiritual guru, master of finance, and world-class conch blower.” (Seems like a decent place to mention Jonah is set to play hippie legend Jerry Garcia in a Grateful Dead biopic from Martin Scorsese.)