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The Next Creator Product

The Next Creator Product

February 27, 2025

What You Need to Know About the Launch of TONE

Some of you may have seen my announcement earlier this week about the launch of TONE. If you haven’t, this week AMP—a content group comprised of Kai Cenat, Fanum, Agent00, Duke Dennis, ChrisNxtDoor and Davis—launched their men’s care business. We've had the pleasure of working on this since its inception over a year ago. If you know me, you know I’m a firm believer in creators launching their own products—given their deep connection with their fans and their built-in distribution to promote them.

Why Men’s Care?

Its no secret that AMP has been very outspoken about their skincare, cologne they prefer, and taking care of themselves. Theres now countless videos online of the guys talking about the products they prefer, and a massive amount of Kai clips about his Blistex and Vaseline. The guys have been setting up this launch for so long without even realizing it. So it was very obvious to us what the product category was going to be and why.

Creating a product that they already use regularly…

Something I also found interesting: in the last decade, men’s purchase intent for personal care products has nearly caught up with women’s—this launch couldn’t have come at a better time. To millions of young people, the members of AMP are the most aspirational figures online, and they have always been outspoken advocates for self-care within their community.

Self-care, brought to you by Duke Dennis

The Big Takeaway…

This was a year in the making, but has really been longer when you look at how much the boys have been evangelizing their own skincare routines. Last Thursday we launched TONE direct to consumer and since then every SKU has completely sold out. We’re working on getting more product on the online store in the meantime. It’s been a long process, and we’ve learned a lot over the last few years as a venture studio, this is our next endeavor.

Now you have no reason to smell bad.