Livvy Dunne Champions Authenticity as the New Co-Owner of W, Jake Paul’s Personal Care Brand

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Livvy Dunne has embarked on her first brand ownership venture in partnership with fellow influencer Jake Paul and his personal care brand, W.

The student-athlete and social media star officially joined Paul, MMA champion Sean O’Malley and hip-hop star Rubi Rose as co-owners of the brand. This long-term partnership leverages Dunne’s creative expertise as W expands into new retailers, launches new products and creates new content.

“I met Jake this past summer at Michael Rubin’s white party, actually,” Dunne tells WWD. Rubin, the chief executive officer of Fanatics, hosted the event where the two social media juggernauts — Dunne with more than 13 million followers across Instagram and TikTok, and Paul with 45 million — first decided to work together. “We immediately hit it off.”

The two started talking about W, which Paul launched with Walmart last June. The personal care line aimed at Gen Z includes body wash, spray and antiperspirant deodorant, all under $10.

“Seeing how passionate he was in person really made me want to work with him. I know he grew up as an influencer and has always been in the spotlight, but he’s truly proven himself in other areas and shown that you can be successful beyond just being an influencer,” said Dunne, referring to the YouTube star-turned-boxer who has won 10 out of 11 professional matches as “super driven” and “a really good businessman.”

At W, co-owners serve as brand ambassadors and industry “champions,” embodying a holistic business approach rooted in authentic relationships. This attracted Dunne, and it was Paul’s authenticity and business acumen that led her to embark on her first brand ownership venture.

“Some content ideas that we have in store are very creative and cool. I’m excited to share that with my audience,” she teased before explaining that intangible feeling that helps guide her business choices. “It’s an excitement,” Dunne explained about her selection process. “I feel excited and eager to start making content,” even on her rare off days as a student-athlete. Reflecting on her W photo shoot, she shared, “It was a day where I usually get to relax and rest my body, but I was excited to do the photo shoot.”

Dunne must experience this excitement often, as evidenced by her numerous brand deals and sponsorships. She was named Nautica’s Women’s Ambassador last February and returned for the brand’s fall campaign in August. Last May, she signed a multimillion-dollar deal with Passes, a content creator platform designed to help creators scale their likeness and brands. She has also collaborated with brands such as Sports Illustrated, American Eagle and activewear brand Vuori.

Before the campaign release, she teased the collaboration on Snapchat, noting her followers’ excitement and acknowledging the diverse demographics among them. “Whether it’s random young boys that follow me to college guys or young gymnasts, I’m just excited to show that I’m working with W,” she said.

Looking ahead, Dunne predicts fans will crave deeper, more genuine connections. “I feel like there are so many things on people’s feeds that are not authentic. It’s very easy to detect,” she observed. To achieve authenticity, Dunne advises creators to conduct some self-inventory. “Detect what your core values are and whatever brand you’re working with, detect their core values and ask them a lot of questions,” she said. “It’s a feeling you get when you talk to a brand and can tell your core values align. And that’s something I felt with W.”

W products are available at Walmart retail locations and walmart.com.

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