Influencer/boxer Jake Paul has launched a vitamin-infused men's personal care brand, W, at Walmart.
W, an allusion to "the win," joins other celebrity-backed men's care brands at Walmart, notably including The Shop from LeBron James and Maverick Carter's The SpringHill Company.
This is part of a bigger movement within the male personal care space. As Euromonitor notes in a recent Global Cosmetic Industry report, "While Gen Z may have championed self-care for men, the rise of male celebrity grooming brands has further encouraged the normalization of skin care offerings across diverse care-based needs and demographics."
The report adds, "Gone are the days of generic endorsements for generic products. Today's digital audience craves authenticity and rejects obvious marketing ploys, encouraging celebrities to push boundaries and create purposeful products."
At W, Paul is joined by cofounders Geoffrey Woo (Anti Fund) and Woodie Hillyard (previously Casper and Safely), who also serves as CEO, and strategic advisor Nakisa Bidarian.
Though exclusive to Walmart in-store and online, the brand also retails at a standalone DTC site.
The range, with a pricepoint below $10, comprises a Body Wash, Body Spray and Antiperspirant Deodorant in three mood-boosting scents: W Original, Fresh Ice and Deep Woods.
A 2-in-1 shampoo and condition, bar soap, face wash, pomade and hair gel are forthcoming.
Key ingredients in the range include vitamin B, vitamin E, magnesium and biotin.
"Sweating has been a longtime insecurity of mine," said Paul. "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. 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."
Paul added, "Everyone needs a reminder to chase your most audacious goals. This is where W comes in. It's fresh, it's got aura, and it makes people want to go for the win."
"We're thrilled to be the first, exclusive retailer for W, bringing this dynamic brand to our customers across the country, in stores and on walmart.com," said Jerrit Davis, vice president, merchandising, personal care, Walmart U.S. "Our customers continue to seek new and on-trend brands across our omni channels. That's why we're excited to introduce a brand like W into our personal care assortment, bringing customers the items they crave at the value they expect from Walmart. We've had the brand for the past few weeks and are very pleased with our customers' response."
"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."
