Jake Paul’s latest creator product is a skincare brand called W

Jake Paul has his eye on an industry he describes as an “old and outdated” category: Skincare. The younger Paul brother has announced the launch of W, a men’s lifestyle brand that is initially available at Walmart locations.

At launch, the W line consists of three products: Body wash, body spray, and deodorant. Paul intends to add to the brand by introducing items like shampoo, conditioner, face wash, and hair gel. W’s distribution could receive an upgrade as well; beyond Walmart, Paul plans to sell his skincare and bodycare line on Amazon.

All W items are priced at $10 or less. With competitive prices and fresh design, Paul told CNBC that he hopes to disrupt a category that has “been on the shelves in the exact same way for the past 20 years.”

“It’s a super underserved market,” Paul said. “I believe now that more men are caring about how they look and what they are putting into their body.”

Recent trends on platforms like TikTok back up Paul’s claims about the rising popularity of male grooming. Skincare products have always been a significant cash cow for lifestyle creators, and recent trends are opening up more opportunities in that area. Earlier this year, Dr. Muneeb Shah

— who is known as the DermDoctor on TikTok — established a skincare line filled with products that have received his stamp of approval.

Like Dr. Shah, Paul is marketing his skincare line to consumers who care deeply about the things they put in and on their bodies. The concept of “better-for-you” products has become a hot trend in the realm of influencer marketing. One of the creators harnessing that idea is Jake’s brother Logan Paul, who has touted the high-quality recipes in his Prime Hydration line (though some regulators seem to be disputing that claim).

Logan’s little brother is himself well-versed in the area of creator products. He has forged partnerships with brands while also using his personal wealth to support creator-facing businesses through his VC firm, the Anti-Fund.

Beyond his commercial ventures, Jake Paul is preparing for a ballyhooed boxing match against ring legend Mike Tyson. The fight was initially scheduled for July 20, though it has been pushed back due to health issues affecting Paul’s 57-year-old foe. The bout is currently slated for November 15.