The emergence of beauty brands launched by Twitch streamers appears to be gaining momentum, particularly with the success of Tone, a unisex personal care line introduced in February by the Atlanta-based content group AMP (Any Means Possible). This brand has reportedly achieved seven-figure sales almost immediately after its launch.
Tone’s initial offerings include body lotions, deodorants, and lip balms available in four appealing scent families, all priced affordably at under $15. The brand is now set to expand into retail, marking its entry into Target stores across the nation. As part of this launch, Tone is introducing new products, including a body wash and a mist called Cologne.
Nathaniel Weiss, the CEO of Tone and former president of clean body care brand Nécessaire, emphasizes the importance of accessibility in the brand’s mission. Being present in brick-and-mortar locations allows Tone to convey its story and values more effectively. The brand was developed in partnership with Night, a media company and talent agency engaging several AMP members, including notable Twitch personalities Kai Cenat, Duke Dennis, and ImDaviss.
Cenat, a cofounder of Tone, boasts a massive following of over 18 million on Twitch, contributing to the brand’s visibility. Weiss remarks on the unique relationship that viewers have with creators on Twitch, highlighting the intimate experience provided by live interactions. This strong connection has been leveraged in marketing Tone, demonstrating its effectiveness during the brand’s Twitch storefront unveiling, which saw over 100,000 users visiting the Tone website in real-time.
As part of the retail launch, an exciting livestream event is scheduled, where AMP members will broadcast from inside a Target store after hours, further engaging their audience as they promote Tone.
Tone’s fragrance line includes Coconut, Fresh, Citrus, and Woodland scent families, with Coconut and Fresh currently leading in popularity. The deodorants are formulated without aluminum, and the new body wash contains beneficial ingredients like glycerin and citric acid. Weiss highlights the brand’s focus on appealing scents combined with effectiveness at a reasonable price point, aiming to attract a core consumer demographic primarily spanning Gen Alpha to Gen Z, which is notably diverse and includes a substantial percentage of female consumers.
In future innovations, Tone plans to expand on its fragrance focus by exploring new forms for fragrance delivery beyond traditional products, anticipating further exciting developments within the next year and a half.
This trend of Twitch streamers venturing into the beauty industry illustrates not only the growth of influencer marketing but also the profound connections formed between content creators and their audiences. As these brands continue to develop and gain traction, they may reshape the beauty landscape by making products more accessible and personal.