Jeff Bezos has moved to introduce a tough Amazon-like approach to his rocket maker Blue Origin, as the world’s third-richest person seeks to revive a company that has lagged behind Elon Musk’s SpaceX.

Jeff Bezos is infusing Amazon's rigorous culture into Blue Origin to accelerate its progress and compete with SpaceX. Bezos has brought in Amazon executives and implemented longer working hours and ambitious goals.

Jeff Bezos is taking more celebrities—as well as his own partner—to the great beyond. Bezos’ Blue Origin said Thursday that its next space-tourism trip will include pop star Katy Perry and Gayle King,

Blue Origin is targeting next Tuesday (Feb. 25) for its 10th space tourism mission, which will send six people to the final frontier. If all goes according to plan, Blue Origin 's suborbital New Shepard vehicle will lift off from the company's West Texas site on Tuesday at 11:30 a.m. EST (1630 GMT; 9:30 a.m. local Texas time).

Jeff Bezos’ Blue Origin announced its first all-female crew for its upcoming NS-31 mission, and pop-star Katy Perry is on the list.

Blue Origin's next space trip features a crew that includes singer Katy Perry, TV host Gayle King and Lauren Sanchez, Jeff Bezos' fiancee.

On Tuesday, (Feb. 25), Jeff Bezos ’s Blue Origin launched its 10th space tourism mission using its New Shepard rocket, sending six passengers into suborbital space. It was Blue Origin’s fourth crewed flight in the past 12 months and the second New Shepard launch this year following an uncrewed flight three weeks ago.

Jeff Bezos’ Blue Origin has hit a new milestone after sending six space tourists on a high-speed trip to the edge of space and back.