AMP, a creator collective formed in 2019, launched Tone, a personal care brand targeting young men who embrace fragrance and grooming routines. Launched in February, Tone has a product range including lip balms and body mists, emphasizing fragrance and efficacy at accessible prices. The product line reflects cultural shifts among young men, with engagement strategies utilizing the collective's entertaining online presence. The men's personal care market is growing, expected to reach $6.5 billion in the U.S. by 2028, highlighting the brand's timely approach to this segment.
The media company Night and AMP co-developed the concept of Tone as a response to a cultural shift towards fragrance and grooming routines among young men.
Tone launched in February as an independent company, with AMP being a majority shareholder, aiming to engage young consumers in personal care.
Nathaniel Weiss, the CEO of Tone, emphasizes the brand's focus on fragrance, efficacy, and accessibility in its product offerings.
The men's personal care market is projected to reach $6.5 billion in the U.S. by 2028, indicating significant growth and interest.
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