I’m all for TikTok bros convincing other bros to start a skincare routine at an early age. And Jake Paul seems like the perfect influencer to rally that demographic around such a regimen.

As for his skincare brand’s new product name: I appreciate the boldness of a single-letter name. And “W” is the only multi-syllable letter in the alphabet, so it does feel a bit more like a word/brand when its pronounced (unless you count elemeno – ha!).

But “W” doesn’t evoke the intended meaning of “winning” for me. What’s more, usually “W” is the letter we use to refer to women’s facilities (and “M” for men’s) which may cause confusion for its target audience. Finally, the letter “W” could be confused with a Walmart house brand, since the retailer will be the first to sell the products.

But hey, if the Problem Child can get more bros taking care of their skin, then I salute him and his new brand and wish him W for the win.