Jake Paul launches men’s personal care brand at Walmart

Professional boxer Jake Paul announced on Wednesday the launch of a men’s personal care brand, available exclusively at Walmart and Walmart.com.

Dubbed ‘W’, the line promises to deliver high-performance, vitamin-infused products that smell great and are designed to work harder, at an affordable price point. The brand launches with three essential products Body Wash, Body Spray, and Antiperspirant Deodorant. They are each available in three distinct scents W Original, Fresh Ice and Deep Woods. 

Designed in collaboration with a leading scent-house, these fragrances feature patent-pending mood-boosting properties to enhance well-being through smell. Infused with nourishing ingredients like Vitamin B, Vitamin E, Magnesium, and Biotin, W products are crafted to care for hair and skin while being free from phthalates, parabens, harsh sulfates, and artificial dyes.

“If you know me, you know I’m a clean freak. I always want to smell fresh, but training in Puerto Rico’s humid climate makes it a real challenge,” said Paul.

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

Joining Jake Paul in bringing W to life are co-founders Geoffrey Woo and Woodie Hillyard, along with strategic advisor Nakisa Bidarian. Woo, Paul’s partner in the venture capital firm Anti Fund, which incubated W, brings a wealth of entrepreneurial experience. Meanwhile, Hillyard, a veteran in consumer packaged goods, previously helped build successful brands like Casper and Safely and will serve as W’s CEO.

“The next generation is poised to be the most influential yet, but legacy brands in our aisle aren’t resonating,” said Hillyard. “We have the opportunity to take a fresh, bold approach in an antiquated category expected to reach more than $100 billion in the next four years. We believe that W is the answer.”

Woo added, “Jake’s relentless work ethic and fearless energy is a winning formula in every venture we’ve pursued together. I’m thrilled to share what we’ve been working so hard on for the past few years and shake up the men’s personal care aisle.”

The product range is set to expand later this summer with additions like 2-in-1 shampoo and conditioner, bar soap, face wash, pomade, and hair gel.