The superstar content creators that make up AMP (Any Means Possible) — , , , , and — are known for high-energy, entertaining and collaborative videos on YouTube and the live-streaming platform Twitch. With more than 1 billion monthly views across all their channels, they’re connecting daily with their highly engaged audience and often talk about their own personal care routines.
Now they’ve created , a personal care brand that just launched in º£½ÇÉçÇøÆƽâ°æ stores and on º£½ÇÉçÇøÆƽâ°æ.com. The affordable line includes 16 great-smelling products:
- Aluminum-free deodorant in Fresh, Citrus, Woodland and Coconut scents
- Hydrating body wash in Fresh, Citrus, Woodland and Coconut scents
- On-the-go cologne and body mist in Fresh, Citrus, Woodland and Coconut scents
- Lip balm in Original, Cool Lime and Vanilla Mint
- Everyday body lotion in Coconut Vanilla scent
Partnering with AMP to bring TONE to º£½ÇÉçÇøÆƽâ°æ makes perfect sense: It’s on-trend newness in the rapidly expanding world of men’s personal care, and a way for the AMP team and º£½ÇÉçÇøÆƽâ°æ to help Gen Z incorporate personal care into their own lives.
We caught up with the AMP members to learn more about TONE, their favorite scents, the story behind the name and more.
What inspired you to work together to create a personal care line?
Kai: We really saw a gap in the shelves for a new brand to break through — and for a brand that is fresh and represents who we and our community are. Products that don't just look good but actually work and smell great.
Davis: For us it’s really an opportunity to make a brand for the products that we want to be using and wearing every day.
Is there a story behind the name TONE?
Agent: We just loved the way it hit. TONE can go anywhere. I mean, when you walk into a room, you set the tone. You set the tone for the day when you wake up. We wanted a brand that just supports that confidence. It’s really a mindset.
What’s your favorite scent from the line?
Chris: We all have different favorites. Fanum and I like Citrus, Kai and Agent like Coconut, Duke likes Fresh, and Davis likes Woodland.
Did your viewers impact any of the TONE products? If so, how?
Duke: 100%. We built this for what we and our followers would want — they are products that we truly use and like. They smell good but aren’t overpowering, they do what they say they will and the packaging is bold and cuts through. We brought all of that into the development process. We ran through dozens of iterations for each product to get them where they are today.
What sets TONE apart from other men’s care brands?
Fanum: With TONE, we didn’t just want to be another men’s brand. We wanted to be something different and unique on shelf with clean design. And honestly, we also don’t want to be only a men’s brand, we want to be for everyone.
