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Digital creator, boxer Jake Paul debuts men’s personal care brand

Paul launched the men’s personal care line, W, exclusively at Walmart.
jake paul x w

Digital creator, professional boxer and entrepreneur Jake Paul has launched his men’s personal care line, W, exclusively at Walmart. 

Retailing for under $10, W’s product line consists of a body wash, body spray and antiperspirant deodorant that is formulated with mood boosting fragrances. Featuring such ingredients as vitamins B and E, magnesium and biotin, the line does not contain the use of phthalates, harsh sulfates or artificial dyes. 

[Read more: Beard Club’s men’s grooming selection rolls out to Target]

“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.”

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jake paul x w

W plans to expand its product line to include such products as a 2-in-1 shampoo and conditioner, bar soap, face wash, pomade and hair gel later this summer, the company said. 

“Everyone needs a reminder to chase your most audacious goals," Paul added. "This is where W comes in. It’s fresh, it’s got aura, and it makes people want to go for the win.”

[Read more: Red by Kiss’ cordless mini shaver takes grooming on the go]

The brand has been rolling out to Walmart shelves nationwide since early June and is co-founded by Geoffrey Woo and Woodie Hillyard. 

“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,” 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.”

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