Sweat is no match for influencer and boxer Jake Paul.

The newly minted entrepreneur and digital creator has just launched his first men’s personal care brand W.

Paul is joined by W co-founders Geoffrey Woo and Woodie Hillyard, and strategic advisor Nakisa Bidarian. Woo is Paul’s co-founder in their venture capital firm, Anti Fund, which incubated W. Hillyard, a seasoned CPG veteran who helped build consumer brands including Casper and Safely, joins the team as CEO.

The brand’s namesake stands for “the win,” and the work it takes to get there, per the brand.

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

The launch precedes Paul’s most anticipated boxing fight of his career — taking on legendary heavyweight champion Mike Tyson in November.

Available at Walmart in-store and online, W aims to provide the next generation of men with a personal care routine to help them face their most formative moments without self-doubt or stink, per the brand.

“Sweating has been a longtime insecurity of mine,” said Jake Paul, founder of W. “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.”

Paul added that he sought products to keep up with active lifestyles and to boost confidence at an affordable price-point.

The Product Line

W has launched with a body wash, body spray and antiperspirant deodorant in three scents: W Original, Fresh Ice and Deep Woods.

Formulated with patent-pending mood-boosting fragrances, designed with an industry-leading scent-house, W products aim to elevate the user’s sense of well-being through smell.

Infused with vitamins B and E, magnesium and biotin, products aim to nourish hair and skin and made without phthalates, parabens, harsh sulfates or artificial dyes.

Future Expansion

The W lineup will expand to include additional products such as 2-in-1 shampoo and conditioner, bar soap, face wash, pomade and hair gel later this summer.