Jake Paul launches a personal care brand aimed at men.
With thanks to: W
Jake Paul is entering a new arena: skin care.
The YouTube influencer turned boxer announced on Wednesday the launch of 'W', a skincare company aimed at men.
The personal care line will feature products costing less than $10 and will be available at Walmart. An expanded product line will be available later this summer Amazon.
“We saw this old and outdated category where the competitors had been on the shelves in exactly the same way for the last 20 years,” Paul told CNBC. “We just believed we had a better vision and a better product and could disrupt this whole space.”
W, a reference to 'winning', is launched with three products: a body wash, body spray and antiperspirant deodorant. Paul said the company hopes to expand in the coming months to include a shampoo and conditioner, facial cleanser and hair gel.
W retails for under $10 and will be available at Walmart and Amazon.
With thanks to: W
“It's a super underserved market,” he said. “I now believe that more and more men are concerned 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. According to market research firm, men's grooming was a $28 billion business globally between 2018 and 2023, with an annual compound growth rate of more than 5%. Euromonitor.
And it is expected to continue posting profits. Men's personal care is expected to grow to more than $100 billion over the next four years, with an annual compound growth rate of almost 10%. The company research Business 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 their information sources. a Euromonitor report said 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 new personal care line W.
With thanks to: W
Paul said he's taking a cue from his brother Logan Paul's success with Prime, a sports drink popular with boys and young men, although the caffeinated energy drink version of Prime has received a lot of attention in the past.
“Me and my brother are like the testosterone Kardashians,” said Jake Paul, nodding to the Kardashian sisters who successfully launched their own skin care lines. But Paul thinks the Kardashians and other celebrities have overlooked opportunities for young men.
“There is a big open market for creator-led products aimed at boys,” he added.
He also hopes that his next Netflix The fight, which pits him against famed boxer Mike Tyson, will help create some momentum for the brand.
“It's still going to be a brawl and we're both planning to rip each other's heads off,” he added.
