They’re products that may appeal to current or former employees, or their friends and family. But what Palantir is doing feels far more ambitious: The company seemingly wants to be a lifestyle brand. “Palantir is THE lifestyle brand,” Younes posted on X in March. People recognize Tesla as a company that sells cars, and Zyn as a company that sells nicotine pouches. Palantir is not exactly an obvious candidate for a lifestyle brand.