Jake Paul’s men’s personal care brand, W, announced a $14 million funding round, including seed financing and a Series A led by Shrug Capital. 

The investment values the company over $150 million, reflecting strong investor confidence in the brand’s potential in the men’s personal care market.

W, which launched exclusively at Walmart last month, reports breaking records as the retailer’s best launch in its ‘Emerging Brands’ category history.

The company claims to have surpassed seven figures in sales and projects, reaching over $50 million by the end of its first year.

Notable co-investors in the funding round include Range Group, 305 Ventures, Uphonest Capital, Quiet Capital, and Palm Tree Crew. Individual investors include Celsius’ CEO John Fieldly, Fanatic’s CEO Michael Rubin, and celebrities Lil Durk, Nick Kyrgios, Naomi Osaka, Carter Reum, and Paris Hilton.

Jake Paul, founder of W, states, “Everything W does is different — from driving record sales in under a month to our forward-thinking approach to creator partnerships.” Paul and his co-founder Geoffrey Woo have invested their own capital into the company, citing their belief in W’s potential for significant future success.

W plans to use the new capital to support SKU and retailer expansion. The brand’s products, which include hair, body, and face care items, are formulated to be vegan, cruelty-free, and free from phthalates, parabens, harsh sulfates, and artificial dyes. W’s formulas incorporate vitamins such as Magnesium, Biotin, and Vitamin E.

Moshe Lifschitz, Shrug Capital’s Managing Partner, expresses optimism about W’s potential, stating, “When we think about brands that will shape the next generation of household brands, W has all the characteristics.”

The company has also introduced a roster of celebrity and influential brand ambassadors as “W Co-Owners,” including UFC champion Sean O’Malley and hip-hop artist Rubi Rose. The announcement notes that these equity holders are intended to represent hard work, ambition, and innovation across various industries.

W co-founder & CEO Woodie Hillyard highlights the brand’s unconventional launch strategy: “We realized the typical direct-to-consumer playbook wasn’t right for us and instead decided to launch retail-first with Walmart, America’s biggest retailer.”

In a recent interview with The Hollywood Reporter, Paul revealed broader ambitions for the brand, suggesting potential expansions into categories such as toothpaste, towels, and even toilet paper. 

He envisioned W as a cultural brand that extends beyond personal care products, hinting at possible forays into streetwear clothing and skateboarding accessories.