From breaking records on Twitch to breaking boundaries in retail — the powerhouse content collective AMP is back at it, but this time they’re moving from your screens to your shelves. The creators behind AMP — Kai Cenat, Duke Dennis, Fanum, Agent 00, ChrisNxtDoor, and ImDavisss — have officially launched their first-ever personal care line, TONE, now available at Target and online.
And this ain’t no average celebrity drop.
TONE: Fresh Looks, Real Scents, and Straight From the Culture
TONE is more than just a grooming line — it’s a brand born out of AMP’s real-life community, personal style, and commitment to elevating the game. The collection comes stacked with aluminum-free deodorants, bold body washes, on-the-go colognes and mists, hydrating lotions, and flavored lip balms. Each product was thoughtfully curated with scents like Fresh, Citrus, Woodland, and Coconut, with lip balm flavors including Cool Lime and Vanilla Mint.
“We really saw a gap on the shelves for a new brand to break through,” Kai Cenat told Target. “We wanted products that don’t just look good — they gotta work and smell fire.”
Made by Creators, for the Community
What sets TONE apart is the hands-on approach. Every AMP member had a say — from scent development to packaging design. This wasn’t a slap-your-name-on-it project — it was built from the ground up with real intention.
“For us, it’s really an opportunity to make a brand for the products that we want to be using and wearing every day,” said ImDavisss.
And the name? According to Agent 00, “TONE can go anywhere. You set the tone when you wake up, when you walk in a room. It’s a mindset — it’s confidence.”
Even scent preferences tell a story:
- Fanum and ChrisNxtDoor rock with Citrus
- Kai and Agent lean into Coconut
- Duke keeps it clean with Fresh
- Davis rides with the woodsy vibe of Woodland
Duke Dennis confirmed that the AMP audience played a real role during development. “We built this for what we and our followers would want. We ran through dozens of iterations for each product to get them where they are today.”
Breaking the Mold: Not Just for Men
“TONE isn’t just another men’s brand,” said Fanum. “We wanted to be something different on the shelf. The packaging is clean, the scents go crazy — and honestly, we don’t want to just be for men. We want to be for everyone.”
30 Days of Streaming + TONE Takeover
As if launching a Target-level brand wasn’t enough, AMP is also deep into their 30-day “Summer House” streaming marathon, broadcasting 12 hours a day from NBA legend Tony Parker’s L.A. mansion. The stream kicked off with major energy, even featuring a cameo from T-Pain in the trailer.
Final Word: They Set the Tone — Literally
AMP is redefining what it means to be a content collective. They’re not just entertainers — they’re innovators, entrepreneurs, and now brand builders. TONE is not just about staying fresh — it’s about owning your day, owning your vibe, and, as Agent 00 said, setting the tone.
You can shop TONE now at Target and online.
🔗 Check out the TONE collection:
📺 Watch AMP’s Summer House Stream:
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