Jake Paul is launching a personal care brand for men.
Courtesy: W
Jake Paul is entering a new realm: skin care.
The YouTube star-turned-boxer announced Wednesday the launch of “W,” a skin-care company aimed at men.
The personal care line will be priced under $10 and available at Walmart. Later this summer, the expanded product line will be available at Amazon.
“We saw this old and outdated category where competitors had been on the shelves in the exact same way for the past 20 years,” Paul told CNBC. “We just believed we had a better vision, a better product, And it could disrupt the entire field.”
W (meaning “victory”) will launch three products: shower gel, body spray and antiperspirant deodorant. Paul said the company hopes to expand its product range of shampoo, conditioner, face wash and hair spray in the coming months.
W retails for under $10 and is available at Walmart and Amazon.
Courtesy: W
“This is an extremely underserved market,” he said. “I believe more and more men are starting to care about how they look and what they’re putting into their bodies,” he added.
The male grooming category has seen strong growth in recent years as men prioritize skin care and other grooming products. Data from market research companies show that from 2018 to 2023, the global men’s grooming business will reach US$28 billion, with a compound annual growth rate of more than 5% Euromonitor International.
Gains are expected to continue. Men’s personal care products are expected to grow to more than US$100 billion in the next four years, with a compound annual growth rate of nearly 10%. business studies company project.
Paul isn’t the only one trying to break into this market. Other celebrities, including Dwayne “The Rock” Johnson, John Legend, Idris Elba and Pharrell, have recently launched skin-care lines aimed at non-traditional markets.
Young people are increasingly turning to social media and influencers for sources of information. A Euromonitor report said that in 2023, 50% of Gen Z male respondents found information about brands, companies or products through TikTok, an increase from 36% in 2022.
Boxer Jake Paul visits the factory for his new personal care range, W.
Courtesy: W
Paul said he drew on his brother Logan Paul’s success with Prime, a sports drink popular with boys and young adults, although caffeinated energy drink versions of Prime have been criticized in the past. review.
“My brother and I are like the testosterone Kardashians,” Jake Paul said, paying tribute to the Kardashians’ successful launch of their own skin-care line. But Paul believes the Kardashians and other celebrities are neglecting opportunities for young people.
“There is a huge open market for creator-led products focused on boys,” he added.
He also hopes that his upcoming Netflix He will be facing off against famous boxer Mike Tyson in this match, which will help create some momentum for the brand.
“It’s still going to be a brawl where we’re both planning to chop each other’s heads off,” he added.
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