Jake Paul, a popular influencer, is introducing a new line of men's skin care products at Walmart.

• Jake Paul, a YouTube influencer and boxer, is introducing a men's skin-care line.
• The line aims to capitalize on the expanding demand for men's grooming products.
• The launch precedes Paul's anticipated boxing event against Mike Tyson.

Jake Paul is entering a new arena: skin care.

On Wednesday, the YouTube influencer-turned-boxer revealed the launch of "W," a skin care brand aimed at men.

An expanded product line will be available on later this summer, featuring personal care products priced at less than $10.

"Paul told CNBC that he and his team saw an old and outdated category where competitors had been on the shelves for 20 years. They believed they had a better vision, a better product, and could disrupt the entire space."

The company plans to launch three products initially, including a body wash, body spray, and antiperspirant deodorant. Paul stated that the company aims to expand its product line with a shampoo and conditioner, face wash, and hair gel in the near future.

"More men are becoming conscious of their appearance and diet," he stated.

The men's grooming industry has experienced significant growth due to men prioritizing skin care and beauty products. According to Euromonitor, the global men's grooming market was valued at $28 billion in 2023, with an annual compound growth rate of over 5% from 2018 to 2023.

The Business Research company predicts that men's personal care will exceed $100 billion in the next four years, with an annual growth rate of nearly 10%.

Dwayne "The Rock" Johnson, John Legend, Idris Elba, and Pharrell, like Paul, are also attempting to enter the skin care market.

In 2023, 50% of Gen Z male respondents will obtain information about a brand, company, or product through TikTok, up from 36% in 2022, according to a Euromonitor report.

Paul plans to model his success with Prime, a sports drink popular among boys and young men, despite criticism of the caffeinated energy drink version in the past.

Jake Paul stated, "My brother and I are like the testosterone Kardashians," while referencing the sisters' successful skin care lines. However, Paul believes that celebrities, including the Kardashians, have missed the mark on catering to young men's skin care needs.

He stated that there is a vast market for products created by creators, specifically targeting boys.

He hopes that his upcoming fight against Mike Tyson, though recently postponed, will help create momentum for the brand.

He added, "It's still gonna be a brawl and we both plan on tearing each other's heads off."