Jake Paul, the YouTube influencer and professional boxer, has launched a new line of men’s personal care products called “W” exclusively at Walmart. The initial product line includes body wash, body spray, and antiperspirant deodorant, all priced under $10, with three distinct scents: W Original, Fresh Ice, and Deep Woods.
The brand, inspired by the concept of winning, aims to disrupt the stagnant men’s grooming market by offering innovative, vitamin-infused products free from parabens, artificial dyes, hormone disrupters, harsh sulfates, and less silicone. The products are designed to cater to the health-conscious attitudes of Gen Z men, who increasingly turn to social media and influencers for brand information.
Walmart will initially carry the products in 3,900 locations, with plans to expand to 4,300 locations by August. The expanded product line will include 2-in-1 shampoo-conditioner, bar soap, face wash, pomade, and hair gel. The brand’s CEO, Woodie Hillyard, believes Paul’s passion and authenticity will drive the brand’s success.
Jake Paul’s entry into the men’s personal care market is part of a growing trend of celebrities and influencers launching their own consumer brands. The men’s grooming sector has experienced substantial growth in recent years, with a global market size of $28 billion in 2018 and an annual compound growth rate of over 5%, according to Euromonitor.
Paul’s venture, W, aims to capitalize on this trend and establish itself as a force to be reckoned with in the business world. The brand’s focus on innovation, authenticity, and connection with its audience sets it apart from traditional corporate-led brands.
