AMP is getting Toned at Target

Target is becoming quite the destination for creator products. It’s been the flagship destination for Ryan Trahan‘s Joyride (which is getting a big spotlight while Trahan travels the U.S., raising millions for St. Jude), and now it’s picking up AMP‘s personal care brand Tone.

AMP–aka Kai Cenat, Duke Dennis, Fanum, Agent 00, ChrisNxtDoor, and ImDavisss–launched Tone in February with a collection of body lotions, deodorants, and lip balms. Within three days, the brand (created in partnership with Dallas-based management company Night) had netted seven-figure sales.

To mark Tone’s nationwide Target debut, AMP is rolling out two new products: body wash and body mist, both in “Fresh, Citrus, Woodland and Coconut” scents.

Like most creator products, Tone started out DTC, for digital purchase only; this is its first time in an IRL retail environment. That move, the brand says, is strategic.

“Part of the Tone concept was a focus on accessibility, so being in brick-and-mortar where we can tell the story behind the brand and the product in a higher-touch way is important,” Nathaniel Weiss, Tone’s CEO and previous President of body care brand Nécessaire, told Women’s Wear Daily.

Weiss also talked up AMP’s strong presence on Twitch. Cenat is arguably the biggest creator on the platform, and the group is currently holding a monthlong subathon that’ll see them putting in some serious streaming hours. Together, they have tens of millions of followers across Twitch and YouTube, where they post high-octane sports collabs.

“The depth of connection between the viewer and the creator on Twitch is not like that of any other platform,” Weiss said. “Being streaming-native is, in some ways, just more intimate–there’s this constant, live reaction from the audience in the chat which creates a two-way dialogue; there are also people who subscribe and pay a certain amount each month to watch ad-free–it’s very different from other channels.”

AMP used Twitch to introduce Tone, and we’re guessing will give it big space during this fortuitously timed subathon, letting fans know they can pick up product at their local Target.

While food & bev remains the #1 category for creators expanding into products that aren’t strictly related to their channels, body care is on the rise. Just ask Jake Paul.