Professional boxer Jake Paul has launched a men’s personal care brand—W. The brand is exclusively available in-store and online at Walmart. 
 
W products are designed to smell great and work hard, encouraging men to release self-doubt and stink with low-cost products. 
 
Paul commented, “Sweating has been a longtime insecurity of mine. 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.” 
 
W has three products, a body wash, body spray, and antiperspirant deodorant in three scents, W Original, Deep Woods, and Fresh Ice. The brand also plans on launching a 2-in-1 shampoo and conditioner, bar soap, face wash, hair gel, and pomade later this summer.
 
Products are infused with vitamins B and E, magnesium, and biotin to nourish the hair and skin. They also include ‘mood-boosting’ fragrances designed to “elevate your sense of well-being.” Formulas are free from phthalates, parabens, harsh sulfates, or artificial dyes.
 
W is co-founded with Geoffrey Woo and Woodie Hillyard, and strategic advisor Nakisa Bidarian. Woo is Paul’s Co-Founder in their venture capital firm, Anti Fund, that incubated W. Hillyard is a seasoned CPG veteran who helped build beloved consumer brands including Casper and Safely, and joined the team as CEO.

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