Jake Paul is launching a personal care brand aimed at men.
Courtesy: W
Jake Paul is entering a modern arena: skin care.
The YouTube influencer-turned-boxer announced Wednesday the launch of “W,” a skin care company aimed at men.
The personal care line will include products priced under $10 and will be available at Walmart. The expanded product line will be available on the website later this summer Amazon.
“We’ve seen this senior and archaic category where competitors have been on store 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 whole space.”
W, a reference to “victory”, will launch three products: body wash, body spray and antiperspirant deodorant. Paul said the company hopes to expand into shampoo and conditioner, facial cleanser and hair gel in the coming months.
W costs less than $10 and will be available at Walmart and Amazon.
Courtesy: W
“It’s a very underserved market,” he said. “I believe that now more and more men care about how they look and what they put in their bodies,” he added.
As men have prioritized skincare and other beauty products in recent years, the men’s grooming category has seen sturdy growth. According to the market research firm, the men’s grooming industry generated $28 billion in sales globally between 2018 and 2023, with a compound annual growth rate of over 5%. Euromonitor.
Gains are expected to continue. Men’s personal care is expected to grow to over $100 billion in value over the next four years, at a compound annual growth rate of nearly 10%. Business research Corporate projects.
Paul is not alone in trying to break into the market. Other stars, including Dwayne “The Rock” Johnson, John Legend, Idris Elba and Pharrell, have recently launched skincare lines aimed at less conventional markets.
Juvenile men are increasingly looking for sources of information in social media and influencers. AND Euromonitor report found that 50% of Gen Z male respondents found information about a brand, company or product through TikTok in 2023, up from 36% in 2022.
Boxer Jake Paul visits the factory of his modern W personal care line.
Courtesy: W
Paul said he was following up on his brother Logan Paul’s success with Prime, a sports drink popular with boys and youthful men, although the caffeinated version of Prime has come under scrutiny in the past.
“Me and my brother are like the testosterone Kardashians,” Jake Paul said, nodding to the Kardashian sisters who have successfully launched their own skin care lines. However, Paul believes that the Kardashians and other stars have overlooked the opportunity presented by youthful men.
“There is a immense open market for creator-led products aimed at boys,” he added.
He also hopes for his coming Netflix a fight in which he will face notable boxer Mike Tyson will assist give the brand some momentum.
“It’s still going to be a fight and we’re both going to tear each other’s heads off,” he added.
