As creators disrupt the skincare business, MoistCr1TiKaL’s cheeky soap brand is cleaning up

Charlie White, the creator known online as MoistCr1TiKaL, has long been skeptical about creator products. In recent months, however, White has worked with business partners to bring a better-quality retail item to his fans. The resulting brand is Cheeky, a soap line that has reached thousands of consumers.

Shane Rostad, who runs Cheeky’s day-to-day operations as its CEO, told Tubefilter that the brand is being exclusively distributed through its official website, where current offers include a $52 “starter pack” filled with six different scents and a soap saver tray.

Though Rostad declined to share specific sales figures, he said there are “20,000 people showering with Cheeky soap now.” To him, those results have been a rousing success that encourages further expansion of the Cheeky line. “We’ve been talking to our customers about what they would want from us next,” he told Tubefilter. “We’re actively working on some new hygiene products as well as a whole lot more fun fragrances for our bar soaps!”

The skincare space has become rife with creator disruptors who see it as a stodgy industry dominated by staid brands. That idea has given rise to companies like Jake Paul’s W and AMP’s TONE, which are breaking into big box retailers.

White’s goal with Cheeky is to add another creator product to the toiletries market while focusing on quality ingredients above all else. As he explained in a video introducing Cheeky, those priorities separate his soap brand from creator products that feel like naked cash-ins.

The first test subjects for White’s shower venture were friends and family. He wasn’t initially committed to a wide release, but positive reviews changed his mind. “They’ve all loved it and keep asking for more soap from us,” he said. “So we eventually just decided, fuck it, we’ll go ahead and make it available for anyone to buy. So we called it Cheeky and it’s available right now to purchase at usecheeky.com.”

White has become immersed in Cheeky’s operations, working alongside Rostad and Head of Partnerships Matt Phillips as the brand’s Creative Director. Creator partnerships are in the works, and distribution deals with retailers could expand Cheeky’s availability in 2026.

Even with Cheeky’s big promise, its CEO is keeping simpler ambitions in mind as well. “Our customers tell us we’re crazy for trying to sell soap to people like them. ‘Don’t you know that gamers don’t shower?’ So I think success for us on a large scale looks like putting an end to the ‘gamers don’t shower’ meme,” Rostad told Tubefilter. “If we’re successful, when you think of gamers/weebs/internet-natives you won’t think of B.O. It’s a lofty mission but we think it’s a worthy one.”