Jake Paul launches personal care brand targeting ‘low-confidence’ men

By Alessandro Carrara | Published: 13-Jun-2024

The collection consists of a Body Wash, Body Spray and Antiperspirant Deodorant available in three scents

Boxer and influencer Jake Paul has added beauty brand founder to his career portfolio.

The entrepreneur launched W on 12 June, a personal care brand targeting young men lacking in “confidence and self-esteem”.

Paul created the brand to help Gen Z youths “face their most formative moments without self-doubt or stink”.

“I needed a product that could keep up with my lifestyle — one that smells amazing but isn't full of junk ingredients, and honestly, one that wasn't from 2006,” said Paul.

“That's why I started W to create products for guys that will boost their confidence and smell amazing, but also don't cost US$20 for a stick of deodorant."

Consisting of a Body Wash, Body Spray and Antiperspirant Deodorant, the range has a vitamin-infused formula and comes in W Original, Fresh Ice and Deep Woods scents.

It is available through US supermarket chain Walmart, with plans to launch a two-in-one shampoo and conditioner, bar soap, face wash, pomade and hair gel later this summer.

Paul created the brand with Geoffrey Woo and Woodie Hillyard, with Nakisa Bidarian, founder of sports media investment firm BAVAFA Sports, acting as strategic advisor.

Woo and Paul co-founded a venture capital firm, Anti Fund, in 2021.

"The next generation is poised to be the most influential yet, but legacy brands in our aisle aren't resonating," said Hillyard, co-founder and CEO of W.

“We have the opportunity to take a fresh, bold approach in an antiquated category expected to reach more than $100bn in the next four years.”

Paul joins a growing roster of athletes such as LeBron James, former wrestler Dwayne Johnson and tennis icon Serena Williams, who have founded beauty brands in 2024.

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