Jake Paul is launching a personal care brand aimed at men.
Courtesy: W.
Jake Paul is entering a new realm: skin care.
The YouTube influencer-turned-boxer on Wednesday announced the launch of “W,” a skincare company aimed at men.
The personal care line, which will include products priced under $10, will be available at Walmart. Later this summer, an expanded line of products will be available at Amazon.
“We saw this old, outdated category where competitors have been on shelves in exactly the same way for the last 20 years,” Paul told CNBC. “We just believed we had a better vision, a better product, and we could disrupt this entire space.”
W, which is a reference to “winning,” will launch with three products: a body wash, a body spray, and an antiperspirant deodorant. Paul said the company hopes to expand with shampoo and conditioner, facial cleanser and hair gel in the coming months.
W sells for under $10 and will be available at Walmart and Amazon.
Courtesy: W.
“It's a very underserved market,” he said. “I think more men now care about how they look and what they put into their bodies,” he added.
As men have prioritized skin care and other beauty products in recent years, the men's grooming category has seen strong growth. From 2018 to 2023, men's grooming was a $28 billion business globally, with a compound annual growth rate of more than 5%, according to market research company Euromonitor.
And it is expected to continue seeing profits. Men's grooming is expected to grow to more than $100 billion over the next four years, with a compound annual growth rate of nearly 10%, The Business Research projects.
Paul is not the only one trying to tap into the market. Other celebrities, including Dwayne “The Rock” Johnson, John Legend, Idris Elba and Pharrell, have recently launched skin care lines aimed at less traditional markets.
Young men are increasingly turning to social media and influencers for sources of information. A Euromonitor report finds that 50% of Gen Z men surveyed find information about a brand, company or products through TikTok in 2023, up from 36% in 2022.
Boxer Jake Paul visits the factory of his new personal care line W.
Courtesy: W.
Paul said he is taking a page from his brother Logan Paul's success with Prime, a sports drink that is popular with boys and young men, although the caffeinated energy drink version of Prime has come under scrutiny in the past.
“My brother and I are like the Kardashians of testosterone,” Jake Paul said, nodding to the success the Kardashian sisters have had launching their own skin care lines. But Paul believes the Kardashians and other celebrities have overlooked the opportunity for young men.
“There is a huge open market for kid-focused, creator-led products,” he added.
He also hopes that his next Netflix The fight, in which he will face famous boxer Mike Tyson, will help create some momentum for the brand, although it was recently postponed.
“It will still be a fight and we both plan to rip each other's heads off,” he added.
