Jake Paul’s W Brand Scores $14M and Walmart Shelf Space

BRAND MOVES

Jake Paul has officially entered the retail big leagues. His grooming company, W, just raised $14 million in Series A funding and secured shelf space at over 2,900 Walmart stores. This marks one of the most ambitious creator-to-retail plays in the men’s personal care space.

Unlike many creator brands that launch direct-to-consumer, W is built to scale from day one. The lineup includes body wash, face wash, and deodorant, all priced under $10 and designed for mass-market distribution. The branding is dark and minimal, aimed at Gen Z men who want clean packaging and bold identity without the legacy baggage of old-school brands.

Paul’s investor list reads like a who’s who of creator power: Airrack, David Dobrik, Mike Majlak, and others participated in the funding round. As Paul told The Hollywood Reporter, the line is built around “confidence, performance, and accessibility” rather than celebrity hype. Walmart’s footprint gives it immediate national scale, while Paul’s reach ensures built-in awareness across YouTube, TikTok, and Instagram.

W isn’t framed as a gimmick or drop model. It is a full-scale consumer packaged goods brand designed for the long haul. According to Tubefilter, the round was oversubscribed, and Paul remains the largest shareholder. The Walmart launch was timed to match back-to-school season, a strategic window for reaching younger male shoppers and building repeat purchase behavior.

What makes W notable isn’t just the funding or the retailer. It’s the operational model behind it. The company is run by industry veterans, with Paul as creative lead and distribution amplified by a syndicate of creators. They are not just promoting the product. They own equity and bring built-in distribution power to each rollout.

For the creator economy, W could become a benchmark. It blends traditional CPG strategy with platform-native marketing and ownership structures that didn’t exist five years ago. If it works, W will not only challenge legacy brands on price and design, but redefine how personal care brands are launched in a post-DTC, platform-powered retail world.