07.24.24
W, Jake Paul’s men's personal care brand, has raised a Series A and seed funding led by Shrug Capital and Anti Fund. Valued north of $150 million, W has raised $14 million in funding to date.
W will use the capital to support both SKU and retailer expansion as the company continues on its mission to reinvigorate the men's personal care aisle through its better-for-you products at a great value.
Prominent co-investors include Range Group, 305 Ventures, Uphonest Capital, Quiet Capital, and Palm Tree Crew, with participation from individuals including Celsius' CEO John Fieldly, Fanatic's CEO Michael Rubin, Lil Durk, Nick Kyrgios, Naomi Osaka, and Carter Reum and Paris Hilton.
Jake Paul, Founder of W, said,
"It's incredibly important to me that W fill the void that's been apparent in the men's personal care category for decades. Everything W does is different — from driving record sales in under a month to our forward-thinking approach to creator partnerships. Our funding to date reflects our investors' confidence in the immense opportunity we have to build a new type of legacy brand in unique and unexpected ways. I invested my own capital into this company along with my partner and Co-Founder Geoffrey Woo because we strongly believe in W's runway to achieve a massive and successful future."
W has been listed as Walmart’s best launch in its ‘Emerging Brands’ category history. The brand has reached seven-figure sales and is on track to achieve over $50 million in sales by the end of its first year.
Moshe Lifschitz, Shrug Capital's Managing Partner, commented,
"The industry is riddled with legacy players that are taking antiquated approaches and in turn are losing market and mindshare. When we think about brands that will shape the next generation of household brands, W has all the characteristics. We are extremely excited to partner with Jake, Woodie, and Geoff and look forward to the many wins to come."
The brand has also gathered a team of W Co-Owners to bring together people Paul admires who represent hard work, ambition, and do things differently across their unique domains of expertise.
The equity holders announced to date include MMA champion and ESPN's 2024 Best UFC Fighter recipient, Sean O'Malley, and hip-hop megastar, Rubi Rose, with more Co-owners to be announced soon.
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