Jake Paul is taking over the body with a line of essential grooming products for men.
The 27-year-old boxer stepped out of the ring and into the skin care labs, creating three products that will sell for less than $10.
in conversation with CNBC On June 12, Paul delved into his new business project titled “W,” a reference to the triumph of “winning.” As of now, his line (body spray, body wash and antiperspirant) will be sold at Walmart, but Paul plans to grow the collection and eventually offer it on Amazon. The hope is that the company can also create shampoo, conditioner, facial cleanser and hair gel.
Your motivation? A seemingly stagnant industry that has continually offered the same products for the past two decades.
“We saw this old, outdated category where competitors have been on shelves in exactly the same way for the last 20 years,” he told the outlet. “We just believed we had a better vision, a better product and that we could revolutionize this whole space.”
“It is a very underserved market. “I think more men now care about their appearance and what they put in their body,” Paul continued.
The YouTuber's brother, Logan, has already launched his own business: Prime. The 29-year-old professional wrestler makes and sells a tasty variety of sports drinks (caffeinated and non-caffeinated), as well as hydration bars for kids and men.
In their eyes, the two brothers are venturing down new paths, replacing their well-known titles of “influencers” with “business owners.” Paul's younger brother compared him and his sister to the Kardashians and coined them a new nickname: “The Testosterone Kardashians.”
“There is a huge open market for kid-focused, creator-led products,” Paul emphasized.
While Paul believes the market is sterile compared to the variety of creator-led products for women, several celebrities have developed collections of products for men. Most recently, Dwayne Johnson announced his new brand Papatui, a skin care line for men, sold at Target.
Johnson, 52, launched a range of offerings from facial toner to 2-in-1 shampoo and conditioner. Their prices range from $7.99 to $124.99 for “The Big Papa” bundle.
The actor was met with a flood of confused fans, questioning his decision to release shampoo and conditioner when he has no hair on his head.
“Every time I remember that Dwayne 'the Rock' Johnson has a line of 2-in-1 shampoos, I suddenly laugh like crazy. “My hair would have loved this 2 in 1.” He was funny because of that,” wrote one amused fan on X, formerly known as Twitter.
