Paris Hilton and Naomi Osaka-backed Jake Paul’s W has raised $14 million in seed and Shrug Capital-led Series A funding, which will support the expansion of the men’s personal care brand business.

The funding is inclusive of seed financing and incubation from Anti Fund. Participating co-investors included Range Group, 305 Ventures, Uphonest Capital, Quiet Capital and Palm Tree Crew.

Individuals including Celsius CEO John Fieldly, Fanatic CEO Michael Rubin, Lil Durk, Nick Kyrgios, Osaka, Carter Reum and Hilton also participated in the round.

Last month, W exclusively launched its products at Walmart and said it is on track to hit $50 million in sales by the end of its first year.

“We realized the typical direct-to-consumer playbook wasn’t right for us and instead decided to launch retail-first with Walmart, America’s biggest retailer,” said Woodie Hillyard, W CEO and co-founder.

“I’m extremely excited to see that consumers are reacting so positively to W since our launch just last month. We’re looking forward to expanding our consumer touchpoints and breaking records as one of the biggest CPG brands to hit the market.”