Social media personality and LSU gymnast Olivia Dunne has acquired a co-ownership stake in W, the personal care brand launched by Jake Paul in June 2023. 

According to WWD, the partnership adds Dunne to an ownership team that includes Paul, MMA champion Sean O’Malley, and hip-hop artist Rubi Rose.

Dunne, who maintains over 13 million followers across Instagram and TikTok, joins W as its retail presence and product line expands. The personal care collection, which targets Gen Z consumers, features body wash, spray, and antiperspirant deodorant products priced under $10.

Dunne and Paul first connected at Fanatics CEO Michael Rubin’s summer event, where discussions about the partnership began. Paul, who has amassed 45 million social media followers and is set to box former heavyweight champion Mike Tyson on November 15, launched W in partnership with Walmart last year.

In July 2024, W announced a $14 million funding round, valuing the company at over $150 million.

At W, co-owners function as brand ambassadors and industry representatives, implementing a business strategy centered on authentic relationships. Dunne’s role will include content creation and brand development initiatives.

The W partnership adds to Dunne’s existing portfolio of brand collaborations. In February 2023, she became Nautica’s Women’s Ambassador and returned for their fall campaign in August. In May, she secured a multi-million dollar agreement with Passes, a platform designed for content creators to expand their brand presence. Her other partnerships include Sports Illustrated, American Eagle, and Vuori.

Dunne plans to promote the W collaboration across multiple platforms, including Snapchat, where she notes her diverse follower demographics span young gymnasts to college students.