If you don't know who Jonathan Kay is, this is an odd time to find out.
The longtime media figure and onetime editor of the Walrus just took to Twitter this morning to let everyone know something many would likely keep to themselves.
He's been using pet shampoo to wash his hair.
Not just once, but for months.
so it turns out I've been using dog shampoo on my hair for the last few months. (I only discovered it when I ran out and needed to get more.) this is partly my own fault but it doesnt help that @ArmandHammer has the word "pets" in like 4-pt typeface. I'm guessing this is common pic.twitter.com/SHEaDrEW7J
— Jonathan Kay (@jonkay) January 31, 2021
If you needed a Sunday morning giggle, perhaps that did it for you. If not, the responses have been golden (like a golden Lab, in this case). While Kay tweeted once to defend himself (and may have made a joke about using dish detergent as well?), others have been lighting him up.
I feel like it has become an art to be able to see a tweet like this and just know in your bones that this guy is gonna be Twitter’s Main Character today https://t.co/aQzFIClpRl
— Andrew Watts (@thatswattsup) January 31, 2021
So just answer the question: did it clear up your dandRUFF?
— Brandon Warne (@Brandon_Warne) January 31, 2021
funniest part is that he literally didn’t have to tweet any of this https://t.co/zYlgNcG9Re
— hyperpop enjoyer (unironic) (@shewantconnor) January 31, 2021
it turns out I've been hunting deer with a howitzer for the last few months. (I only discovered it when I ran out of ammo and needed to get more.) partly my own fault but it doesnt help that @ raytheon has the word "howitzer" in like 4-pt typeface. I'm guessing this is common pic.twitter.com/WqY1Y6auY8
— Kahuna (@ActualKahuna) January 31, 2021
so it turns out I've been eating mealworms for the last few months. (I only discovered it when I ran out and needed to get more.) this is partly my own fault but it doesnt help that @Flukers
— @NINELIVES (@NINELlVES) January 31, 2021
has the words “for bearded dragons" in like 4-pt typeface. I'm guessing this is common pic.twitter.com/cNqSsmTaNu
Crazy coincidence. I've been eating dog shampoo for breakfast for the last few months. this is partly my own fault but it doesnt help that @ArmandHammer has the word "Oatmeal" in like 14-pt typeface. I'm guessing this is common https://t.co/XqS7NyEaq1
— Michael David Smith (@MichaelDavSmith) January 31, 2021
Jon why were you looking for “Advanced Odor Control” shampoo https://t.co/QTUwIJoQ5e
— Emistablishment shill (@EmilyGorcenski) January 31, 2021
I was eating low priced canned tuna for years and then noticed a cat on the label and was like, oh what a cute cat.
— Tim Querengesser (@timquerengesser) January 31, 2021
— francisco lindor stan account (@sschreiber13) January 31, 2021
Kudos to Jon here for taking heat off of the guys who use the 9-in-1 shampoos https://t.co/ayDZ7XKCNc
— Bill Baer (@Baer_Bill) January 31, 2021
Do not interrupt him, ED! Let us enjoy this one a long time.
— Doug Johnson Hatlem (@djjohnso) January 31, 2021
The tweet has even moved out of Twitter, as Kay's bio on Wikipedia has been updated:

For those not familiar with Kay, he's had much more controversial moments in his career, including resigning from the Walrus after a cultural appropriation controversy that stemmed from a column from a Walrus writer. He's also been heavily criticized for his takes on trans people. He's now the Canadian editor of Libertarian-leaning Quillette magazine.